I do think there is a lot of BS going on here (unsubstantiated medical claims).  However, being able to engage a &quot;full strength&quot; placebo effect when the patient <i>knows</i> that it is just a placebo effect would be quite helpful.  The experiment design to prove whether or not that is happening would have to be quite clever (multiple categories of placebo-unknown vs placebo-known vs meds). A few anecdotes about people being saved by magic juice definitely doesn&#x27;t prove it.  We know things like big bright pills are better at inducing placebo and placebo is stronger when the patient believes it will work.  If we could consistently trigger a full and strong placebo effect without any medicine then it would be a useful and helpful first line of treatment for non-critical issues.  Interesting indeed.