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 n.— «Years ago, the iconoclastic Professor Andrew Ehrenberg coined the verb “to SONK.” Sonking is an acronym that stands for the Scientification of Non Knowledge.…With a word like sonking at our disposal, we are more able to see through the bullsh*t of market research reporting when it uses narrative obfuscation to disguise, what on closer reading turns out to be the bleeding obvious. You know the kind of thing…variations on: “the latest survey shows that 3 out of 4 people make up 75% of the world’s population!” Sonking is the opposite of the KISS principle (Keep it Simple, Stupid).» —“Weapons of Mass Distraction” by Max Sutherland Dr. Max Sutherland Apr., 2004. (source: Double-Tongued Dictionary)

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