when skeptics communicate with the public, we take on further ethical responsibilities — as do doctors, journalists, and teachers. We all accept that doctors are obliged to follow some sort of ethical code, not only of due diligence and standard of care, but also in their confidentiality, manner, and the factual information they disclose to patients. A sentence that communicates a diagnosis, prescription, or piece of medical advice (“you have cancer” or “undertake this treatment”) is not a contextless statement, but a weighty, risky, ethically serious undertaking that affects people’s lives. It matters what doctors say, and it matters how they say it.