Awhile back, Errol Morris ran a survey on the NYTimes trying to determine if people were optimistic or pessimistic about the Earth being demolished by an asteroid. Turns out the whole thing was a straightforward A/B test to see if the actual typography affected the results (Spoiler Alert: It does). Unsurprisingly, people behave differently when given a question set in Comic Sans versus a question set in Georgia or Helvetica. Results here. Pretty funny.