Good information is meaningful... the ability to contextualise it and process it appropriately is priceless. Many people live in Esoterica, an exotic land, benignly ruled over by a benevolent young uber-enlightened King, where any idea you can wrap your brain around is as valid as another. Brilliant minds that have laboured under rigourous regimes of testing and re-testing models, come up with information that is as useful in Esoterica as a Nostradamus quatraine or a John Edwards seance. Observational data, studiously charted over endless hours is equal with the ganga tinged ramblings of second rate sci-fi writers. What hope for critical thinking when the science of Hubble is no better than magic? No prizes for guessing who the king of Esoterica is.