“It’s now generally accepted that Mesmer was actually treating psychosomatic illness, and he profited mightily from people’s gullibility. In retrospect, his theories and practices sound ridiculous, but in truth, the story of Mesmer parallels many stories of today. It’s not so ridiculous to imagine people falling prey to products, procedures, and health claims that are brilliantly marketed. Every day we hear of some news item related to health. We are bombarded by messages about our health — good, bad, and confusingly contradictory. And we are literally mesmerized by these messages. Even the smart, educated, cautious, and skeptical consumer is mesmerized. It’s hard to separate truth from fiction, and to know the difference between what’s healthful and harmful when the information and endorsements come from “experts.”