In a previous issue of IME (January-March 2001), I supported the right of physicians to advertise. That discussion came to mind last August when I decided to consult a dermatologist for a painful rash. On calling up a colleague from my old place of work, I discovered that he, too, had retired. He gave a glowing recommendation for his son, also a dermatologist, saying "I am not saying so because he is my son ..." On calling the office for an appointment, a recorded voice greeted me with "Welcome to the world-renowned Dr X's office ..."