Seth Godin:

“Placebos work because our brain picks up where our belief begins. Without some sort of conscious or subconscious trigger, the placebo effect never kicks in. But when it does, it’s astonishingly effective. Placebos change performance, cure diseases and make food taste better.”

…

“If you want your medicine to be more effective, consider making it difficult to get.”

Somewhere in the captivating fear of alienating people, we forget this very important lesson.