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Just noticed this lovely article on the placebo effect in the New Scientist:

http://www.newscientist.com/article/mg21128271.600-heal-thyself-the-power-of-mind-over-body.html

I particularly liked the bit in which they explained to people with IBS that they were taking placebos...and the placebo effect was still reported.

So, this could nicely side-step the ethical dilemmas associated with knowingly suggesting placebo treatments... ;)