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Do you know how easy it is to get a thousand white men (and not care at all about representation of anyone else), throw two hundred different survey items at them, and run multiple different cluster analyses of some kind over it, and force 3-4 different groupings to emerge, and then make up some big story? It's SO EASY. It's like being a robot. People churn this stuff out, plaster the veneer of math over it, throw a big tarp over the methods, put it out with famous logos