sociology. Forget taxonomy, ontology, and psychology. Who knows why people do what they do? The point is they do it, and we can track and measure it with unprecedented fidelity. With enough data, the numbers speak for themselves.
The big target here isn't advertising, though. It's science. The scientific method is built around testable hypotheses. These models, for the most part, are systems visualized in the minds of scientists. The models are then tested, and experiments confirm or falsify theoretical models of how the world works.
But faced with massive data, this approach to science — hypothesize, model, test — is becoming obsolete.
I dissagree. Maybe for someone who can cope with the massive scale Google works with but for the average student bah humbug. As far as the students I see the scientific method still needs to be taught as they need a lot of help learning how to gather reliable information from the web. As far as google is concerned the students simplistic, unevaluated searches are as valuable as someone who actually understands what they are looking for or maybe more valuable because more students are doing almost thoughtless searches. The real need is a good course, hopefully online, to teach students how to do a reasoned search. agoogleaday is a start.