Richard Bandler, psychologist and founder of NLP, and his associates decided to utilize the placebo effect and market a product called Placebo. They looked over all the research studies that used a placebo, and found that placebo had a noticeable effect on the condition it was used for about 10% of the time. Given the established effectiveness of placebos, they went ahead to seek FDA approval for their drug, Placebotm. The product would come with a booklet telling how many of Placebo to take for any given problem: for example, if studies had shown a placebo to be 25% as effective as Paxil for treating Major Depression, then you would take 5 placebo to make sure it would be effective (5x25% = 125%). The FDA refused to consider allowing Bandler and his associates to market the drug, and placebo remains a product used mostly in research studies.