Nudge Unit & Google: what can possibly go wrong?


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Amongst its supporters are Nesta and the Cabinet Office, who funnelled taxpayers money to fund Lily Cole’s whimsical wishing-well site, Impossible.com. Largely unexamined by Parliament, the Cabinet Office has been expanded in recent years and used to fund faddish initiatives favoured by No.10 policy wonks – such as the Nudge Unit (now at Nesta) and GDS, a state IT contractor largely staffed by web designers.

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