> See how all the CPC numbers for all the properties are down. > But there is a more interesting point here. If we stipulate that Simpson's paradox is at work

> See how all the CPC numbers for all the properties are down. > But there is a more interesting point here. If we stipulate that Simpson's paradox is at work here, and we stipulate that Pichette is interested in communicating clearly to the shareholders, would he not have the fiduciary duty to disclose the confounding variable? I checked out the transcript, and it turns out I was mis-remembering the context of the mention of Simpson's paradox: it was with respect to a question along the lines of "Why is the aggregate CPC growth higher than both the network and the Google Sites"? It would of course be comically absurd for a CFO to mention Simpson's Paradox and not say what the confounding variable is, and even more ridiculous for nobody else on the call to ask him to clarify. In context, the variable was the network/Google sites split.