The human brain finds it incredibly difficult, if not impossible, to fake randomness. And when we are presented with randomness, we often interpret it as non-random. For example, the shuffle feature on an iPod plays songs in a random order. But when Apple launched the feature, customers complained that it favoured certain bands because often tracks from the same band were played one after another. The listeners were guilty of the gambler’s fallacy. If the iPod shuffle were truly random, then each new song choice is independent of the previous choice. As the coin-flipping experiment shows, counterintuitively long streaks are the norm. If songs are chosen randomly, it is very possible, if not entirely likely, that there will be clusters of songs by the same artist. Apple CEO Steve Jobs was totally serious when he said, in response to the outcry: ‘We’re making [the shuffle] less random to make it feel more random.’
