I do think there is a lot of BS going on here (unsubstantiated medical claims). However, being able to engage a "full strength" placebo effect when the patient knows that it is just a placebo effect would be quite helpful. The experiment design to prove whether or not that is happening would have to be quite clever (multiple categories of placebo-unknown vs placebo-known vs meds). A few anecdotes about people being saved by magic juice definitely doesn't prove it. We know things like big bright pills are better at inducing placebo and placebo is stronger when the patient believes it will work. If we could consistently trigger a full and strong placebo effect without any medicine then it would be a useful and helpful first line of treatment for non-critical issues. Interesting indeed.