Duncan Luce, cognitive sciences professor emeritus, is featured in the OC Register on March 16, 2009.  

First paragraph:  

Modesty has a new face, and it belongs to Duncan Luce, a UC Irvine psychologist and mathematician whose work has been widely applied in economics, earning him world-wide acclaim.  
 
For the full story, please visit http://sciencedude.freedomblogging.com/2009/03/16/uci-professor-protests-being-named-among-best-in-the-world/21739/.