IF IT SOUNDS LIKE A QUACK...

A wry, wide-ranging investigation into the “alternative medicine” business and the dangers it poses.

In bygone days, fast-talking charlatans sold snake oil from carnival stages. These days, quirky treatments pop up in the wilder corners of the internet, but the message—this stuff will cure anything, from baldness to cancer—is essentially the same. Hongoltz-Hetling, a George Polk Award–winning journalist and author of A Libertarian Walks Into a Bear, has a rollicking good time delving into strange treatments for which there seems to be no shortage of customers. He follows the careers of several “alternative” therapists and finds a recurring pattern. They claim that all diseases and ailments have a single cause; therefore, there is a single treatment. The author calls this the One True Cure method, and it has the advantage of making everything simple and clear. Often, patients just want certainty, and the therapists are effective at citing spurious studies and cases. They also spin a convincing tale of how big pharma is actively working to keep other treatments off the market to protect their profits. These range from leeches to remove infected blood to lasers that can cure cancer (apparently, by killing the little bugs that cause tumors). Hongoltz-Hetling is not sure whether the therapists believe what they are saying or are just money-hungry hucksters. He sympathizes with the Food and Drug Administration, often overwhelmed by the flood of dubious products, although he notes that several of the therapists he interviewed ended up in jail. This is entertaining stuff, but there is a dark side. “Silliness crosses a line into toxicity if it harms the public health by convincing people to forgo medical care,” Hongoltz-Hetling writes, and he provides a list of people he encountered in his research who died by opting for a fringe treatment. It is a sobering conclusion but a necessary one.

A walk on the weird side with an author who knows when to be funny and when to be serious.