2. "When in doubt, abstain", or how to build trust

The slightest flaw or inconsistency is now easy to find, discover... or even manufacture.

If it's extremely easy for a customer to check a few points on the Internet, it's just as easy for anyone to spread a rumor, and sometimes it will spread faster than a scientific truth.

Indeed, most scientific information cannot be easily debated or argued without taking into account the complexity of the problems, the various existing theories or approaches, the questions still being asked...

Generally speaking, the data brought to the consumer's attention is the result of shortcuts or inaccuracies: the length of an interview, the length of a press article, the summary on a website, the little phrase repeated over and over like a slogan... All these elements reduce the information (or misinformation) to its smallest portion,...