From the Fall of the Berlin Wall until about a decade ago my animating intellectual question was pretty much, ‘how did a small number of natural sciences become qualitatively more impressive than the social sciences?’ Because I met the late George Smith relatively early in my thinking about this (as an undergraduate), I often formulated this question in terms of evidence; he liked his version of my question as ‘how to turn data into high-quality evidence?’ And his striking answer was (to simplify) that deviations from theoretically significant expectations through theory-mediated measurement were made informative in an iterative process over time in the sciences that succeeded in achieving lift-off. While I was much more interested in the social organization of the sciences than George, I never did much better than he did in answering my own question. But I did make sure his version was published in the best possible form and with full detail (see his ‘Closing the Loop.’)