Machine learning is like a deep-fat fryer. If you’ve never deep-fried something before, you think to yourself: "This is amazing! I bet this would work on anything!”
And it kind of does.
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These techniques are effective, but the fact that the same generic approach works across a wide range of domains should make you suspicious about how much insight it's adding.
And in any deep frying situation, a good question to ask is: what is this stuff being fried in?