Henrich is a cultural anthropologist but he wants to do it right, with controls, experiments, statistics and factual claims that can be shown to be right or wrong. In 1960 the field of cliometrics was born, history done with large data sets and statistics, and Henrich wants to show just how far this approach can be pushed. Traditional historians and the more informal cultural anthropologists will see themselves being confronted with a methodology few of them use and challenged to defend their impressionistic hypotheses against his lab-based results.