When we consume medicine for the simple, private goal of getting well, we shouldn’t care how much it costs or how elaborate it is, as long as it works. However, to the extent that we use medicine to show how much we care (and are cared for), the conspicuous effort and expense are crucial. Patients and their families are often dismissive of simple cheap remedies, like “relax, eat better, and get more sleep and exercise.” Instead they prefer expensive, technically complicated medical care—gadgets, rare substances, and complex procedures, ideally provided by “the best doctor in town.” Patients
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