A Convincing Story needn't be the truth

From Lindsay's response:

"We actually *are* thought leaders in this field. What we're try(ing) to do now, is be less shy about it."

Agreed -we are.
But, one of the tools that we'll use to promote this fact is publishing authentic stories that, while entirely true, create impressions in the minds of people that may not be. We've done it in the past. If I read Lindsay's case studies, they sound as though every single person using TRIM absolutely loves it. But we all know that that can't be true - it's just the impression that we get from reading the document.

As I said, I don't have any qualms about this approach - we need to create a context where our product is attractive. It's a whole new skillset, and one that I don't understand.

Is it ethical for a doctor to prescribe somtething like homeopathic remedies for a particularly easily influenced patient when he knows that they are absolute bollocks?

I think that it is, because the doctor's job is to cure the patient. Taking advantage of the suggestiblility of people to provide them with the best product available is okay with me. Taking advantage of people to sell them crappy stuff is another thing...