And a more thorough debunking: http://civichall.org/civicist/will-the-real-psychometric-tar...

With this quote: "I have described them as the Theranos of political data: I think they have a tremendous marketing department, coupled with a team of research scientists who provide on virtually none of those marketing promises." :)

But on a second thought. Planting this story is a masterpiece of promotion - and isn't this kind of similar to promoting a politician?