This Is Your Brain on Gluten - The Atlantic - 0 views
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that’s how you get on the bestseller list. You promise the moon and stars, you say everything you heard before was wrong, and you blame everything on one thing. You get a scapegoat; it’s classic. Atkins made a fortune with that formula. We’ve got Rob Lustig saying it’s all fructose; we’ve got T. Colin Campbell [author of The China Study, a formerly bestselling book] saying it’s all animal food; we now have Perlmutter saying it’s all grain. There’s either a scapegoat or a silver bullet in almost every bestselling diet book.”
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The recurring formula is apparent: Tell readers it’s not their fault. Blame an agency; typically the pharmaceutical industry or U.S. government, but also possibly the medical establishment. Alluding to the conspiracy vaguely will suffice. Offer a simple solution. Cite science and mainstream research when applicable; demonize it when it is not.
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“It makes me sad that somebody like you is going to reach out to me, so you can get what I’d like to think are sensible comments about a silly book. If you write a sensible book, which I did—it’s called Disease Proof , and it’s about what it really takes to be healthy, brain and body—nobody wants to talk about that. It has much less sex appeal. The whole thing is sad.
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