Note: I have re-written this post in response to comments from biostatistician Thomas Lumley below.
It made headlines around the world: Facebook ‘likes’ can reveal users’ politics, sexual orientation, IQ. According to Michal Kosinski, the lead researcher, information on "gender, race, political views, religion, sexual orientation, personality, IQ and so on," can be extracted from the knowledge that a person likes Lady Gaga or Harley-Davidsons.
The study noted that many of the most predictive "likes" weren't obvious ones. For example, fewer than five per cent of users labelled as "gay" were connected with gay groups such as the "No H8 campaign." Instead, likes such as "Britney Spears" and "Desperate Housewives" were "moderately indicative of being gay."
Meanwhile, the "likes" most correlated with high intelligence were thunderstorms, The Colbert Report, science and curly fries...