In their Article (Aug 8, p 533), Andrea Ganna and Erik Ingelsson provided a model to predict premature mortality. Using UK Biobank data, the authors developed a question set that claimed to predict the likelihood of an individual (aged 40–70 years) dying within 5 years. A so-called death quiz storm has ensued on social media. Leaving aside data concerns,2 we query the purpose of turning a predictive population model into a so-called trendable, individualised quiz. We also raise the implications for how, in this case, premature mortality is being represented to the public.