Agreed, but even worse, the primary tool for the new area of science is suspect too, not just the (mis-) use of it.
The real problem is that, like the subliminal adverts myth, it will be decades if not a century for many of the erroneous results to leave the human conciousness and probably longer before the advertisers stop using the snake oil results to steer their campaigns.
Biting the hand that feeds IT
