One of the more perplexing things about the Trump presidency is why it exists in the first place: he took office having lost the popular vote by a wide margin, and with one of the smaller electoral college margins in memory. The win also defied virtually all of the pre-election polling and commentary: almost no one (except Michael Moore) predicted the outcome correctly, and on his victory lap, Trump himself admitted that he thought he was going to lose. So a lot of us have tried to figure out what happened (I continue to think the election was about white supremacy, though that doesn’t explain how Trump got the white supremacists to the ballot box; I’ve also wondered about the libertarian candidates and Clinton’s staggering failure to take the Good News about the auto bailout to the rust belt states). Others have wondered about the Comey letter, Russian hacking, and so on. Now there’s another possibility: the Trump campaign’s use of big data, as reported in this chilling article on Motherboard.