| Funny data story time. I used to operate a database for a large North American alcohol retailer. We had a problem with our data that said that 30% of the ring from a particular store saw the name "A GIFT FOR YOU" on the CC stripe. After months of bitter accusations of my database being incorrect, we flew someone out to investigate. We found that a block away from the store was a plasma "donation" facility. In order to skirt various laws, when you "donate", you are given a prepaid credit card. The name on the card is "A GIFT FOR YOU". Donators then took that card directly to the alcohol store. All of the data was correct; 30% of the ring from one store was paid by credit cards from the plasma "donation" facility with "A GIFT FOR YOU" on the card. A large reputational battle then commenced as the retailer thought of themselves as a high-end "wine and craft beer" store, when ultimately it turns out Budweiser pays the bills. *edited for clarity |