“…Models of social phenomena, on the other hand, tend to have lower accuracy than models in physics (Beckage et al, 2013 ), as in studies of life success given IQ, for example, where correlations above 0.5 are taken to be indications of strong relationships (Firkowska-Mankiewicz, 2002 ). This is accepted by the psychologists and social scientists who recognize the inevitable challenge of modelling social phenomena: there is great heterogeneity between human subjects (Axelrod, 1997 ) as social systems are open systems affected by many factors that we cannot account for (Green & Perlman, 1985 ). This, however, does not stop users from applying optimization techniques on inaccurate models of social systems [as in the optimization of click-through-rates (Richardson et al, 2007 ) and content recommendations (Cremonesi et al, 2010 ) on websites], because the mathematics of the optimization techniques does not break down.…”