The way I read it is people would follow this method if the data was more readily available and the issue is access to data.

They are both generally true. In the absence of data, people default towards their emotional connections. Ie, a cancer survivor donating to a cancer charity. But if someone could provide data showing persuasively that you can save 10x more lives via malaria charities, that would often override the emotional appeals for many people.

It's much easier to give in to your emotions, when you aren't encumbered by contradictory data.