"It is based on research."

Some years ago a study popped up that "proved" that 'The Peak Day for Wife-Beating was the Day of the Super-Bowl'. 

The NFL was horrified to have their marque sporting event associated with such a socially-unacceptable crime So they mounted a publicity campaign and such reminding husbands not to beat their wives. 

Then someone happened to look at the study and found it was based on statistics from one emergency room in a hospital in Baltimore. 

Remember that the next time you see the media touting a study "proving" something via statistics, particularly if it seems counter-intuitive, or if it is something that one would think would be quite difficult to prove, or if it takes a large group of people and insists that they all act in a specific way.