EXAS addendum: They claim that the Cologuard TV-ad pilot program increased the order growth rate by 50% relative to matched “control” markets without TV advertising. However, EXAS would not (when asked) give the absolute growth numbers in the pilot-ad markets and the control markets; thus, the impressive sounding “50% increase” might have been from, say, 4% to 6%.
“The efficient-market hypothesis may be the foremost piece of B.S. ever promulgated in any area of human knowledge!”