On: How to Be Persuasive

You're right about the proofs, there should have been sources included. The book might be more thorough...

I think you're oversimplifying a field you're not familiar with though, it's like a non-hacker saying that all you need to store data is to set up a microsoft Access database, and you're good to go. It's correct, but misses a lot of problems and subtleties.

The book is well footnoted and uses as its examples the actual experiments performed.

Sources for all the research are quoted in the appendix to the book.