But when we looked at the actual data (which are opaque at first sight and pretty hard to get), the price differences appeared huge: some paid 6 euros for a kilogram, others 8, and yet other 10 or even 12.

FORBES: Most People Don't Know Their Business (so asking them about it is useless)

Even the recently observed phenomenon of intergenerational epigenetics, which at first sight looks like the inheritance of acquired characteristics (a real Darwinian no-no), probably has less to it than meets the eye.

ECONOMIST: Richard Dawkins under fire

At first sight the whole project seems mystifying.

ECONOMIST: Russian business