One day in 1995, a large, heavy middle-aged man robbed two Pittsburgh banks in broad daylight. He didn’t wear a mask or any sort of disguise. And he smiled at surveillance cameras before walking out of each bank. Later that night, police arrested a surprised McArthur Wheeler. When they showed him the surveillance tapes, Wheeler stared in disbelief. ‘But I wore the juice,’ he mumbled. Apparently, Wheeler thought that rubbing lemon juice on his skin would render him invisible to videotape cameras. After all, lemon juice is used as invisible ink so, as long as he didn’t come near a heat source, he should have been completely invisible.
If you think we're talking about someone else, don't be so hasty. One study highlights how the vast majority of people choose ignorance over knowing.
Genomics and biotechnology company 23andMe fascinated customers by informing them of ancestral ties down to the percentage point with a simple swab of saliva. A year after the company’s 2007 founding it began publishing personal predispositions to genetic traits. Many quickly realized that while hunting ancestry is a fun endeavor, a glimpse into the future is unsettling.