In choosing the color of a single toolbar on one of its sites, Google served up pages with 41 different shades of blue to see which one people were most likely to click on.
Madness string 1422
Any sufficiently advanced science is indistinguishable from magic. Ultimately the determining feature is how well it's understood in practice, or in retrospect. If a thousand years later nobody still understands it and has made no progress toward understanding it, maybe it is magic... or maybe they're just idiots.