Preference falsification is a theory brought forth by Timur Kuran in his book Private Truths, Public Lies. It is the act of misrepresenting one's wants under perceived social pressures, and it deliberately aims to disguise one's motivations and dispositions.
Eric contends that the theory of Preference Falsification is Intellectual Kryptonite. "Because your theory can be accommodated within the standard theory... the problem is that it is a ready made upgrade to the existing theory in which nothing is lost but new degrees of freedom are gained; and that could have an absolutely unpredictable effect on the entire field because it is at the level of the substrate." #4 Prof. Timur Kuran @ 1:07:03