The urban legends of learning

You probably heard or used it as well:

We remember…
10% of what we read
20% of what we hear
30% of what we see
50% of what we see and hear
70% of what we say
90% of what we say and do

Turns out this is one of the myths or urban legends of learning, and is NOT based on research. A free and new research paper of Cisco on multimodal learning reveals the origins of this widely held misconception, and tries to find an answer.
Learning is a bit more complex than 'doing is better than seeing', and the above doesn't necessarily hold. It depends on context, learner style and what have you.
So, back to square one on this common believe. Next thing they will be saying that Kirkpatrick isn't based on anything either. (Actually, it isn't.)