> In statements, each disowned any responsibility. Gino, unaware that she was also being investigated by Data Colada, praised the team for its determination and skill: “The work they do takes talent and courage and vastly improves our research field.” Ariely, apparently taken aback, underscored that he had been the only author who handled the data. He then seemed to imply that the findings could have been falsified only by someone at the insurance company.

The insurance company then showed their data and it wasn’t falsified. That’s just amazing. They both falsified data, and when caught, pointed at each other.

Gino was fired but Ariely kept his job then sued Data Colada.

She had claimed it was misogyny and discrimination. She may be right in respect to how she was treated compared to Ariely.

Was it still worth cheating for both of them? Money-wise, absolutely! Add up all their book fees and speaking fees that they’ll never have to repay back. They can already retire comfortably.

EDIT: Gino wasn't fired. She was placed on administrative leave. Revocation of tenure was only implied as a possibility.