We have to be smart about recognizing which bits of pop-culture phenomena have mass appeal and which are just the inside jokes of our industry.

FORBES: Navigating the Don'ts of Technology in Branding

One way is to try and falsify the equivalence principle, to show that the two phenomena of gravitational and inertial mass are not really identical.

FORBES: Physicists Seek A Divorce: Prying Gravity ... From Inertia