Predicting Customers' (Unedited) Behavior

In terms of predicting customers' behavior, this concept of holding a human context to Big Data is best illustrated with the story earlier this year in which Target predicted that a teenage girl was pregnant:

http://www.forbes.com/sites/kashmirhill/2012/02/16/how-targe...

In terms of predicting financial meltdowns, I'm interested in seeing how MIT thinks their data will change human behavior. For the most part, people know when financial bubbles are not sustainable; they just choose not to act.