In all our effort to put the puzzle pieces of this world together, analyze data or predict behavior we forget that one little factor that is not consistent in their actions: HUMANS. Predicting actions has done more harm than good. Most data collecting has to do with short-term thinking, so I'm really wondering what it can predict. If a piece goes viral are we darned to follow a recipe that predicts the next success? How does a more reasonable long-term data collecting look like and what are the parameters for success and eventually long-term impact? What are the right time scales to perceive growth and value?