The chapters proceed from simple concepts to more complicated ones, starting with the simplest of all: working out how big a number is.

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"You look at the way they set up their sequences of problems and it's all very carefully graduated, from simple problems to more complicated problems, " he said.

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When you combine these analyses with marketing-campaign data for ticketing and merchandise, simple questions can get interesting, and the effort to seek insight from these data troves can get complicated.

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From my perspective, this is a simple problem that has very complicated politics and emotion that make it difficult to make progress.

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