How Honest Is Your City?

For the second summer running, the beverage company Honest Tea set up unmanned stalls "selling" bottles of tea across the country. Passersby could take a bottle, and were encouraged -- but by no means required -- to slip a dollar of payment into a collection box. You could have made off with some free tea, but not, as it turns out, without cost to your city's reputation.

An honor system for tea was only phase one: the network of stands has now yielded data ranking Wall Streeters, blondes, people wearing sunglasses, and another 75 demographic categories based on their level of honesty. The company's calling it the National Honesty Index, finally putting that silly name of theirs to good use.