That question may never be asked in a highly developed economy like the United States where increases in prices at the gas pump are felt most directly by consumers, but it is a question that is being asked frequently these days in China where food is such an important part of the budget for most.

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Dr Christakis and Dr Fowler suggest that a hybrid method might be developed in which the search queries of a group of highly connected (ie, popular) individuals could be scanned for signs of the flu.

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Their morals may not be the same as those of their parents and teachers, but they are nevertheless, highly developed and active in their world.

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