The title is in reference to the work of Stephens-Davidowitz as an internet researcher and how what people do in searches more representative of them than what they say about themselves and the introduction includes mention of Google Trends, a tool that notes how frequently a word has been searched for in different locations and at different times. Also, the author writes quite a bit about large data sets, and how they enable someone to be very specific in pinpointing data with particular characteristics, and yet have that data set large enough to still be statistically significant. Also noted about big data sets is the curse of dimensionality, with enough data points, you’re going to get statistical outliers.
Another things that stood out to me was mention of how New Data is great in fields where there’s incomplete or outmoded ways and types of data. It's noted how the field of finance advanced enough that there's not much room for innovation, but in opposition to this, the story of Jeff Sedar, champion racehorse evaluator is told. He helped identify future triple crown winner American Pharoah based on the enlarged size of the left ventricle of the heart, with that as a predictor of success, assuming no contradictory data points.
The book brought to mind for me others I found compelling on similar topics and while it not one of my favorites in the area, it was an interesting and fast read.