For the 10-15 per cent portion of people represented in the graphs, the idea test ended up being much less abstract—and significantly less pleasant.

For the 10-15 per cent portion of people represented in the graphs, the idea test ended up being much less abstract—and significantly less pleasant. Their credit ratings could have tanked by 100 points; they’d be fending down calls that are increasingly urgent collectors. Capital One did a good deal of its very very own commercial…