# The Problem Chronic disease is exploding and traditional healthcare is not keeping up with the rising costs associated to managing chronic disease. It still takes over a decade to bring new drugs to market (Mullard 2014). Moreover, it can take up to 30 years for a treatment to become standard of care. For people with serious health conditions, that wait time can feel cruelly long. The wellness & betterment industry has grown rapidly to address the current frustration in healthcare developments. People are finding information online from many sources and starting to take matters into their own hands. The challenge with online sources of information is it’s hard to know what to believe and who to trust. Take Amazon, the primary marketplace for health & wellness products. Amazon, today is riddled with products that have significant safety and efficacy concerns (Smoller 2020). A few google searches on ‘buying Amazon fake reviews’ will quickly highlight the healthy ecosystem of fake review providers servicing product manufacturers. **Without real world efficacy data, we cannot credibly determine what is 'better'.** Mullard, A. New drugs cost US$2.6 billion to develop. Nature Reviews Drug Discovery. December 2014.\ * Amazon’s supplement business was $95B in 2019, yet their Amazon choice recommendations are riddled with safety and efficacy concerns [https://drnealsmoller.com/blog/the-amazon-supplement-wake-up-and-shake-up](https://drnealsmoller.com/blog/the-amazon-supplement-wake-up-and-shake-up/)/