I sit in meetings and watch people justify recommending multi-million dollar expenditures based on this data, and it's frankly hard not to go all Oliver-Stone-conspiracy-paranoia on these chuckleheads and their accomplices. The system for understanding how people consume media just could not be more broken, and marketing can't evolve until it's fixed. Honestly, I think that all the marketing evil in the world has its roots in the belief that if you can't measure something (or at least pretend to), it doesn't exist.