Great point, Tyler. This is precisely the opportunity that’s being squandered.

The question every practitioner needs to ask is, “what does this remind people of?”

If you remind me of a sketchy massage parlor, you get one response. Remind me of a successful doctor, you get another.

The words, the interactions, the activities — these have deep cultural resonances, and it’s a mistake to take them for granted. It’s possible to dramatically change the efficacy (of a treatment, a bottle of wine, a spiritual encounter) merely by changing the wrapper.

That doesnt make the change trivial, it makes it urgent.

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