FIGO is a new acronym that says: Facts In Garbage Out, a variant of the classical GIGA: Garbage In Garbage Out. FIGO refers to a new and important phenomenon. In the past we were struggling to find true facts and needed to use our imagination and statistical expertise to construct plausible theories that explained the sparse facts we had. In these days the reverse situation applies: we have an abundance, if not an overload of facts, but now we disregard facts or base our opinions not on the amiable facts but on some interoperation of the facts. The art nowadays is not fact finding but fact interpretation. A simple example from the political sphere can illustrate this point: it is a proven fact that Mr. Barack Obama is an American citizen, but there are sell hundreds of thousands of Americans who do not accept the facts but believe a fallacy. Indeed, being drowned in facts, modern humans have difficulty in making sense of this tsunami of information. Remember that the human brain was designed to review only a few important facts and to act swiftly: is this shadow a bear? then run! Modern lens and camera tests are another example: thanks to sophisticated equipment and computerized data collection, we can create in an hour tens of thousands of measurements about a lens or a camera and then we need to make an assessment on the data we often can not interpret correctly. The two strategies are: (1) condense all facts into one merit value and let the reader do the logic: if two cameras or lenses differ by a fraction (78.3% and 79.1%) the reader has to make the decision what is important without understanding the basic mechanisms of fact production or the technique of weighting averages; (2) list all the computations you have done without ranking and produce some condensed verbal evaluation that is so multi-interpretable as to be formally useless. We all know this phenomenon of FIGO but most photo-enthusiasts still will wallow in enjoyment digesting all figures, numbers and veiled language. The challenge for current photo-consumers is to understand that the human mind is not designed as a logic machine and is the weak link in the chain of fact finding, fact interpretation. The only rational action is to admit that humans are emotional beings that are extremely easy to seduce and will see and interpret the facts as they want not as they are. An example from the Leica world: recently the CEO of Leica noted that the sale of M9 cameras is much higher than anticipated and every commentary on this statement has the same message: Gee! Leica is selling large amounts of cameras. A factual position would note: this is a non-statement unless we know what was the level of anticipation or less flattering: how good are the Leica marketing people and planners?