Matching up photos of strangers’ faces is surprisingly difficult, and the average person is likely to be duped by matching hairstyles.

These are two key findings from a study published in the most recent issue of Journal of Experimental Psychology: Applied, which gained additional relevance this week as people across the internet rushed to expose — or “doxx” — the identities of participants in the white nationalist rally in Charlottesville, Va.

The case earlier this week of an engineering professor in Arkansas who was incorrectly identified as a torch-wielding marcher seems to illustrate this point.