It turns out placebos aren't really that effective at all. They are only wrongly reported as effective. There is a growing idea that just because a lot of alternative medicine doesn't do much more than placebo but it turns out that placebo have a rather large effect that CAM/IM is a worthwhile investment. Well it turns out that the only thing much of the placebo reaction does is make people think they are wildly successful but as it turns out, people are horrible judges of such things. Objective measures find they don't do anything at all.