This is how journalism works. No matter how small an effect is, you can just call it "massive" or "stunning" or "unexpected" and people will read it and by the

This is how journalism works. No matter how small an effect is, you can just call it "massive" or "stunning" or "unexpected" and people will read it and by the time they realize it's bullshit (if they ever do) you've absconded with their ad impression for a cool $0.001 of Google dollars.