Stephen T. Ziliak, co-author with Deirdre n. McCloskey of The Cult of Statistical Significance: How the Standard Error Costs Us Jobs, Justice, and Lives, is the subject of a Chicago Magazine blog post on "Guinness beer and Guinnessometrics." The Chicago piece summarizes Ziliak's paper in the Journal of Wine Economics, which focuses on the work on an early 20th-century chemist-turned-brewer at Guinness. After a discussion of the experiments undertaken by William Sealy Gosset--aka "Student"--testing the three main ingredients for stout, Ziliak comes around to a conclusion that is very much in keeping with the argument of U-M Press book, that there is a qualitative element to such experiments that goes beyond what can be measured by statistical significance.
"The most famous result of Student’s experimental method is Student’s t-table. But the real end of Student’s inquiry was taste, quality control, and minimally efficient sample sizes for experimental Guinness – not to achieve statistical significance at the .05 level or, worse yet, boast about an artificially randomized experiment," Ziliak reported.