Dr Hutch: ‘I once thought ketoneswere so good they’d rendered training obsolete’

Ketones are strong stuff, especially when you’re drunk on self-deception.

There are several factors that influence the effectiveness of a placebo medical treatment. The qualifications of the person handing it over help – a placebo works better coming from a doctor than coming from your mum. Inconvenience or discomfort will help too, for instance placebo injections are much more effective than placebo tablets.

Describing the treatment as “innovative” will give it a bit more fake zing. Some science that you don’t understand is good too. And, obviously, the more expensive it is, the better.