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CNN.com's John Sutter has written a new book, "The End of Average" He says the truth is that no one really cares about things like prestige and money. But everybody thinks everybody cares, except them - but they're wrong,. So he explains how to get at the truth using wonky methods you can edit out later. For example, when it comes to trade-off priorities for education or public opinion, we use an experiment where people are asked what they think other people would say.