Ariely believes that the placebo effect has a stronger hold on us than we would like to admit. For example, he finds that the feeling of taking medicine, regardless of its actual content, can be enough to trick our brain into thinking it is working.This irrational attachment to placebos can have profound implications. For example, people might forego an effective treatment in favour of a placebo simply because they think it will work better. Ariely argues that placebos pose a dilemma for businesses since overvaluing a product's value by merely relying on the placebo effect can be considered quite unethical, "If people actually get more satisfaction out of a product that has been hyped, has the marketer done anything worse than sell the sizzle along with the steak?" (Ariely).