Here is how the scientific method works:
Illustration by Keith Chan – Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=41829007
Rigorous research requires asking questions, forming a falsifiable hypothesis to avoid searching for a self-fulfilling prophesy, setting the proper level of statistical significance, and fearlessly following those data wherever they lead, even when the destination is not what was expected or hoped for.
Honest researchers follow the data; pundits demand those data follows them. Friends don’t let friends act like pundits.
“If you’re not part of the scientific method, you’re part of the scientific problem.”
– Jonathan L. Kramer
If a pundit is not into the scientific research thing, but rather just the self-fulling prophecies thing, they probably won’t like the book; they should wait for the movie. Tell ‘um I’ll buy the popcorn.