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Specifically, the challenge of harnessing, studying, or prescribing it without deception and thus destroying it. The effect depends on a belief in a genuine treatment. If a doctor knowingly prescribes a sugar pill saying "this is a powerful drug," it's unethical lying. If they say "this is a placebo, but it might help through your mind," the belief—and thus the effect—often vanishes. The phenomenon seems to require a kind of benevolent, therapeutic illusion that modern medical ethics cannot accommodate. Its very nature resists ethical integration into standard care.
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