Thank you for visiting nature.com. You are using a browser version with limited support for CSS. To obtain
the best experience, we recommend you use a more up to date browser (or turn off compatibility mode in
Internet Explorer). In the meantime, to ensure continued support, we are displaying the site without styles
No one had any reason to complain about YuWant’s prediction algorithm. People even called the algorithm Pa for short, or Papa when they were feeling especially silly, which predictably led to YuWant’s marketing department coming up with a new slogan: Father Knows Best. It was bewildering, this reference to a TV show no one under 50 would remember — and, without that connection, the ad campaign was simply a paean to patriarchy and paternalism. No one in the company liked it. The commercials bombed on social media. But there was no tanking the brand. Pa was simply too good.