Evidence-based medicine (EBM) emerged from the purest intentions. Randomised controlled trials (RCTs) should examine what works best and which adverse effects emerge during treatment. RCT results should guide treatment, leading to widespread adoption of the best, safest treatments. EBM is now widely accepted in medicine, including by the drug industry, which seamlessly incorporated EBM into sales pitches. Indeed, it is hard to imagine a modern drug marketing campaign that does not feature RCT results.