So this is a rather fascinating article. I have often said that the more anti-gay someone is in public, the more "gay" they are in their real life... But that ain't all hiding in our search history. In the book Everybody Lies, which uses data on America’s Google habits, we can learn a lot.

From the article:
"Among other things, Stephens-Davidowitz’s data suggests that there are more gay men in the closet than we think; that many men prefer overweight women to skinny women but are afraid to act on it; that married women are disproportionately worried their husband is gay; that a lot of straight women watch lesbian porn; and that porn featuring violence against women is more popular among women than men."

Everybody Lies: Big Data, New Data, and what the Internet can Tell us about Who we Really Are.

[vox.com]