“To give Kahneman his due, he later admitted that he’d made a mistake in overemphasising the scientific certainty of priming effects. ‘The experimental evidence for the ideas I presented in that chapter was significantly weaker than I believed when I wrote it,’ he commented six years after the publication of Thinking, Fast and Slow. ‘This was simply an error: I knew all I needed to know to moderate my enthusiasm … but I did not think it through.’14 But the damage had already been done: millions of people had been informed by a Nobel Laureate that they had ‘no choice’ but to believe in those studies.”