The issue hits the stands on Thursday. The technology monthly by US publisher Conde Nast is challenging its readers to resist scratching off the ink on the cover as part of the "trust experiment" it is conducting.
The issue carries an article about the "trust economy" that researches peer-to-peer lending -which does not involve a traditional financial institution - and how it is financing new start-ups and contesting the domination of banks.
The Wired cover sports special "scratch off" varnish panels which hide key words. Underneath, the words "by data" appear and direct the readers to features such as how data can help with 2010 FIFA World Cup predictions.