The business is one that appeals only to the ignorant. This is a plain and probably a harsh assertion, nevertheless it is absolutely the simple truth. The language and the reasoning of the nostrum vender are not designed to appeal to the trained, educated mind, or to an individual possessing innate common sense. Even though the average person is unacquainted with the constituents of a remedy that apparently enjoys a large success, the absurd claims made for it should safeguard them against its use. Few would have purchased ordinary water at $1.00 a bottle had they known what they were buying. But an individual with any reasoning ability or ordinary common sense, should have been sceptical regarding the merits of any remedy that was claimed to "cure," among other diseases, consumption, cancer, rheumatism, malaria, gallstones, asthma, blood poison, dandruff, and all contagious diseases. It would be impossible to conceive a more mendacious and absurd claim, and it would be impossible to concoct a more impertinently foolish assumption than to assume that such a claim would receive the consideration of a sane mind. Unfortunately, however, we are compelled to recognize that there are some curious people in the world, people whose reasoning methods are inexplicable, whose conclusions are not based upon any system of ethics or of logic. They believe what they choose to believe, irrespective of the quality of the testimony which may be advanced to refute their belief. The following incident illustrates this peculiar perversity: A woman patient of mine suffered from an obstinate and harassing cough. Though her general health was rather poor, her lungs were not affected. The cough persisted in spite of all efforts of specialists to alleviate it. The nervous condition of the patient, and an unusually long spell of inclement March weather, were directly responsible for the intractable character of the ailment. I advised her to visit Florida. This advice was given because her parents were then residing in that State. She did go to Florida and her husband informed me a few weeks later that she was entirely free from the cough and was enjoying good health. A number of months later, shortly after her return home, I was called to attend her husband. During the conversation incident to the call, she asked if I "knew what cured her awful cough." Somewhat amazed, I replied, "Certainly, Florida." She answered, with positive emphasis, "No, sir, Florida did not." I then asked her to please explain the mystery and was regaled with the following interesting information: