QUOTE : Skeptics might argue that pharmaceutical companies will fight anything that casts their products in a dubious light - especially if it results in people using lower doses across the board - but the truth is that, for many drug companies, reliable information on the placebo effect can't come soon enough. To pass muster, a drug must outperform placebo. But a 2001 study of antidepressant drug trials showed that while drug efficacy is rising, placebo rates are rising faster. It's almost ironic; the factors behind this are many and varied, but a significant contributor is our society's knowledge of - and belief in - the power of medicines. The pharmaceutical industry's palpable success means that unless something radical happens, it could soon be, like the Red Queen, running to stand still.