"The simplest way to assure sales is to keep changing the product the market for new things is indefinitely elastic. One of the fundamental purposes of advertising, styling, and research is to foster a healthy dissatisfaction."

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Politicians, real-estate agents, used-car salesmen, and advertising copy-writers are expected to stretch facts in self-serving directions, but scientists who falsify their results are regarded by their peers as committing an inexcusable crime. Yet the sad fact is that the history of science swarms with cases of outright fakery and instances of scientists who unconsciously distorted their work by seeing it through lenses of passionately held beliefs.

— Martin Gardner