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With its expansive range and unprecedented potential for anonymity, (the Internet gives voice to our deepest urges and most uninhibited thoughts. Inspired by the wealth of unfettered expression available online, neuroscientists Ogi Ogas and Sai Gaddam, who met as Ph.D. candidates at Boston University, began plumbing a few chosen search engines (including Dogpile and AOL) to create the world's largest experiment in sexuality in 2009. Quietly tapping into a billion Web searches, they explored the private activities of more than 100 million men and women around the world. The result is the first large-scale scientific examination of human sexuality in more than half a century, since biologist Alfred Kinsey famously interviewed more than 18,000 middle-class Caucasians about their sexual behavior and published the Kinsey reports in 1948 and 1953. Building on the work of Kinsey, neuroscientists have long made the case that male and female sexuality exist on different planes. But like Kinsey himself, they have been hampered by the dubious reliability of self-reports of sexual behavior and preferences as well as by small sample sizes. That is where the Internet comes in. By accessing raw data from Web searches and employing the help of Alexa-a company that measures Web traffic and publishes a list of the million most popular sites in the world-Ogas and Gaddam shine a light on hidden desire, a quirky realm of lust, fetish, and kink that, like the far side of the moon, has barely been glimpsed. Here is a sampling of their fascinating results, selected from their book, A Billion Wicked Thoughts.

"Males have more pronounced personalities than females across a range of species - from humans to house sparrows - according to new research. Consistent personality traits, such as aggression and daring, are also more important to females when looking for a mate than they are to males. Research from the University of Exeter draws together a range of studies to reveal the role that sexual selection plays in this disparity between males and females."

Recent formulations of sexual selection theory emphasise how mate choice can be affected by environmental factors, such as predation risk and resource quality. Women vary greatly in the extent to which they prefer male masculinity and this variation is hypothesised to reflect differences in how women resolve the trade-off between the costs (e.g., low investment) and benefits (e.g., healthy offspring) associated with choosing a masculine partner. A strong prediction of this trade-off theory is that women's masculinity preferences will be stronger in cultures where poor health is particularly harmful to survival. We investigated the relationship between women's preferences for male facial masculinity and a health index derived from World Health Organization statistics for mortality rates, life expectancies, and the impact of communicable disease. Across 30 countries, masculinity preference increased as health decreased. This relationship was independent of cross-cultural differences in wealth or women's mating strategies. These findings show non-arbitrary cross-cultural differences in facial attractiveness judgments and demonstrate the utility of trade-off theory for investigating cross-cultural variation in women's mate preferences.