Have you heard the joke about the two statisticians on the front line of a battle? Crouched in their foxholes, they spied an enemy soldier coming down a hill. Taking careful aim, one fired 10 feet below and the other fired 10 feet above the target. Smiling, they turned to each other and said, "We got him!"

Well, on average, they did. However, averages are convenient fictions that often mislead us more than they give us information. In spite of this, customers are often evaluated relative to averages.

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