“…As powerful new technologies allow us to probe single-cell dynamics in high throughput, are we at risk of reaching the wrong conclusions? An intriguing paper by Schumacher, Maini and Baker in this issue of Cell Systems uses a mathematical model of collective cell migration-a 21 st -century computational thought experiment-to examine the potential pitfalls of measuring heterogeneity (Schumacher et al, 2017). In the process, they highlight the potential for mathematical modeling to help us better understand the meaning and limits of experimental measurements.…”