Now the systems are being linked, and companies are using data-mining techniques to get a complete picture of their operations - "a single version of the truth", as the industry likes to call it.

Where Hegel had believed in an absolute truth to be revealed in the course of history, Nietzsche believed that which we call ‘truth’ to be nothing but our “irrefutable errors.

This is what psychologists call the illusion of truth effect and it arises at least partly because familiarity breeds liking.