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The more serious problem with California's law is one of effect size. Health, and cancer, aren't binary. Consumers can't just be concerned with whether a danger exists; they also need to be concerned about the magnitude of that risk. Even if there's a statistically significant risk between huge quantities of coffee and some cancer (and that's not proven), it's very, very small. Cigarettes have a clear and easily measured negative impact on people's health. Acrylamide, especially the acrylamide in coffee, isn't even close. Warning labels should be applied when a danger is clear, a danger is large and a danger is avoidable. It's not clear that, with respect to acrylamide, any of these criteria are met. It's certainly not the case regarding coffee. Whatever the intentions of Proposition 65, this latest development could do more harm than good.

What's the most efficient way to communicate a large amount to a reader? We ran an experiment to find out. The results show that we must give up with senseless "football fields" comparisons and focus on finding out if a number matters or not.