The firm is not unique. Everyone who had anything to do with Donald Trump wants to take credit for his victory. Cambridge Analytica does in particular; it’s trying to sell its black box to anyone who will buy it. (“How does the box work?” “Bio-psycho-social profiling. Quants.”) But Cambridge Analytica’s black box is not the skeleton key to electoral victory, any more than Obama’s black boxes were. It’s marketing.

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