He is primarily selling the Placebo Effect.

All kinds of fancy "research" and "reasons" it will work, and the marks\\\\customers put in a financial and emotional investment in it working, so expect it to work.

Seems just about how placebos work best

This is more of a Dumbo’s feather than a placebo effect, but in either case, it’s hard to imagine he is getting people up the mountain in significantly the last time with it.

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