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I'm highly confused here. This kind of 'experiment' isn't something that requires a review board. This is simple statistics gathering from an already established set of data. It's amateur data gathering as well (no offence to jleopold.) This is like people watching at the mall and telling your friend that you noticed that teens tend to 'shop' in larger groups than the elderly. This is neither amoral nor unethical. I could understand the animosity if he had tried to manipulate content, 'game' the number of shares, or otherwise cause something to happen which wouldn't normally, but in this case he didn't do any of those things. Maybe I just don't understand, though. I'd like to hear your thoughts, though.