The authors, Steven Levitt and Stephen Dubner were both highly modest about their successes, though, with Dubner claiming he was "of just above average intelligence".
Levitt went even further and said that while he has exploited the reputation the book has given him for being a business expert, he is nothing of the sort.
Despite this both then gave interesting and illuminating talks about some of the projects they had worked on and written about as examples of how and why the gathering of data is important and can have highly unintended consequences.
Levitt told the tale of a man at the Internal Revenue Service (IRS) so sick of seeing silly names on tax forms (the one that tipped him was Fluffy) that he asked his bosses to add a box requesting the social security number be added to the assessment form.
"This resulted in about 10 per cent of the children in the US disappearing over night," he said, explaining that the move had probably saved the IRS some $2bn to $3bn a year.
Dubner then talked about an experiment carried out by economist Keith Chen that looked at how monkeys would deal with the issue of money, something Chen had to hide from his fellow research fellows as, "economists don't do monkey experiments".
From this Dubner explained the research had discovered that monkeys would indeed use money much like humans and that, due to a monkey stealing money from the scientists, the first case of monkey prostitution was subsequently discovered.
Behind the comedy tales was the underlying message that businesses can always find information in data that can bring about benefits if they look hard enough, which is no doubt why IBM asked them to talk at its event.
As an interesting aside, a band playing at a bar at the event were using the 4G network that was recently deployed in Las Vegas to look up the lyrics and music for songs on a smartphone that the audience requested - roll on the 4G rollout in the UK.
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