I liked this on a few different levels:

-Hacking data to reveal the answers to important difficult questions.

-Exploring contentious issues in a neutral & intelligent way.

-Great example of how to attract potential customers by providing valuable information that also gently demonstrates competence related to your service & differentiates your offering from competitors.

I enjoyed reading this, I learnt something, and I thought favourably of the website based on this. No idea how good they are, but that post was a good marketing lesson.