Another great article from William Briggs,
The data tools are part of the problem in two ways: (1) the models themselves, and (2) the false belief that everything can be quantified.
Indeed, at the individual level, ends are purposeful and subjective. The ordering of each persons value cannot be measured by an outside instrument. Atoms, on the other hand, are not purposeful and their interactions are quite predictable. The interactions can also be measured.