Review: A good coffee should be dark, intense and rich in taste, right? That’s what you and me will tell when asked. Based on consumer research, coffee companies will create new coffee roasts that are extra dark and strong and full of flavour. Then you and me are going to completely ignore those and go buy something mild, probably with a lot of milk and sugar in it. Because everybody lies. There is a difference between action and intent. We may mean what we say, but we do not follow through. What we actually do is what we really, secretly and often subconsciously mean. That is why everybody lies. When we voice our preferences and opinions, even to ourselves, we are always feeling constraints to remove the edges, to be acceptable to others, to fit in. Even under absolutely no legal or moral restrictions we adapt our opinions to what we perceive to be the public opinion, an effect known as social desirability bias. Ultimately, Everybody Lies is a book about Big Data, and about revealing the truths by mining it. Stephens-Davidowitz brings colorful anecdotes from horse races, political campaigning, sex, marketing and other fields to illustrate the power and…