That was my first line of thinking, at least. The magnitude and pervasiveness of the "decline effect," by which certain "proven" trends decline precipitously over time, is troubling for those of us who put a lot of philosophical stock in the scientific method and see it as the basic, and most trustworthy, gateway to truth.
After thinking back to my own forays into the world of scientific research, I realized that the decline effect isn't terribly shocking after all. What people often fail to realize about science is the pervasive biases that could exist in most experiments--even the well designed ones--without ever showing up in the final draft of the scientific paper. Because the popular press, and even scientific papers, never report every detail of their experiments, these biases are easily lost on the reader, and only reveal themselves years later.