In what might be called the classical model of retail democratic politics, the politician goes out on the campaign trail and stakes out positions based on a mixture of what he thinks the people want to hear and what he thinks is best for the country; if the message resonates with voters, they will turn out for him on Election Day. The same holds for a business-owner or entrepreneur: she offers a product or service, and success is determined by sales and whether customers show their satisfaction by returning for more and spreading good word of mouth.

Surveys go much further — into the minds of voters and customers. Knowledge is power, and survey data and analysis grant politicians and those who own and run businesses the power of knowing precisely what the people want, sometimes even before they’re fully aware of it themselves.

What’s wrong with that? Viewed one politician or business at a time, nothing much. The problem arises when thousands of public figures and marketing departments launch their own surveys to gain competitive advantages. The result is an over-saturated public-opinion marketplace in which citizens and customers alike begin to feel a mixture of fatigue and irritation that dilutes the accuracy of the polls, leading their trustworthiness to get called into question.