Monday, July 29, 2013

the last-click attribution fallacy [ #roi ]

‘When an apple ripens and falls – what makes it fall?
Is it that it is attracted to the ground, is it that the stem withers?
Is it that the sun has dried it up, that is has grown heavier?
That the wind shakes it, that the boy standing underneath it wants to eat it?
No one thing is the cause.’

Leo Tolstoy, War and Peace. First published in 1869

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