It is true that the mathematical aspects of semantics, as developed by Albert Einstein, Eric T. Bell , and others, were well known, even popular, but the charlatans who practiced the pseudoscience of sociology resisted every effort to apply the methods of science to their monopoly. Because semantics dealt with spoken and written words as a determining aspect of human behavior, it was at first mistakenly thought by many to be concerned only with words and of interest only to professional word manipulators, such as advertising copy writers and professors of etymology.