Drs. Michael and Mary Dan Eades describe the third cardinal sin of scientific research: sweeping under the rug any negative or unexpected results discovered in the process of testing a hypothesis. Negative and surprising results, they argue, are just as important to the collective advancement of science as positive outcomes. Nevertheless, published research long has reflected a positive outcome bias, and worse, non-reporting often betrays a conflict of interest or self-serving maneuver. They call for “a liberal dose of disinfecting sunlight” on the methods for research reporting and a new broom "that sweeps research back out from under the rug."