Apropos maths
A proper research psychologist will know a thing or two about statistics, which is so notoriously tricky you need a statistician to handle it, not a mere garden variety mathematician. In fact, statistics is the mainstay of psychology and, for that matter, sociology research. Given the usually ``soft'' image of the research or maybe the researchers, they can count themselves lucky that even most betas aren't versed enough in statistics to even know whether the research is backed by valid use of statistics, nevermind retracing the logic through the data and verifying the calculations.
The proverbial ``86.2% of all statistics are wrong'' and ``68.4% of all statistics are made up on the spot'' are rooted in the sheer trickiness of statistics and how to use them properly. Most mentions of averages, for example, and that includes mentions in media like el reg or even the numbers used to back government policy, don't include mere details like the associated standard deviation, without which the number given for the average is all but meaningless. Understanding that this is so is not widespread at all, which is exactly the point here.
Apropos this research, I'm sure it'll be used to science-up media a bit. Like, marketeering. When will the first ``so virulent as to be dangerous'' advert end up on the objectionable materials internet block list?