Statistics, more heat than light?

I was reading along today (surprise, surprise) when i came upon this paragraph in David S. Moore's Statistics: concepts and controversies:

"Be wary of statistical 'facts' about squishy topics like authoritarian personality, intelligence, and even readiness for college. The numbers look solid, as numbers always do. But data are a human product and reflect human desires, prejudices, and weaknesses. If we don't understand and agree on what we are measuring, the numbers may produce more heat than light" (5th edition, 2001).

It struck me how often we do this with the "facts" concerning how we "do" church. Let's take the example of Y. B Tostabout, a little-known authority on what parishioners want, who was reported by hear-say sources to have said, "Statistics show that 77% more people would become active members of a church community if the services were 'Clothing Optional.' " 

The confidence level of this surprising statistic has been bolstered by a little twisted scripture - "Naked I came from my mother's womb and naked I will remain" (Job 1:21) . Puts a new spin on the meaning of the phrase "ministry of the towel," doesn't it?...