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  • It is surprisingly easy to sell snake-oil. I know, because I’ve done it.”
    market analysis last year projected that the complementary medicine market would expand to have a revenue of nearly $200bn (£143bn) by 2025. “The alternative medicine industry in general seems to be on the rise in North America and I think in the UK as well,” says Hermes. “The political environment is ripe for that. There’s a feeling that experts aren’t necessarily the best people to trust, whether they are experts in medicine or in another field. When you have figureheads doubting the credibility of mainstream medicine, it creates a ripe breeding ground for the rise of pseudoscience.”

    Probably not blowing hard enough.

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