The 4-Hour Body - An Uncommon Guide to Rapid Fat-Loss, Incredible Sex, and Becoming Superhuman - Timothy Ferriss
funding from Coca-Cola and the National Soft Drinks Association, among others. Does this prove
malfeasance? No. Does it show that funding, support that can be discontinued, often comes from
malfeasance? No. Does it show that funding, support that can be discontinued, often comes from
those most likely to benefit? Yes. People respond to incentives.
Simple due diligence: Peruse the required "con icts of interest" section in studies or reviews
related to diet and look for "consulting fees." If McCorporation or the XYZ Lobby decides it's
too obvious to fund studies directly, hiring researchers as consultants can be an indirect means
to the same end. James Hill of the University of Colorado, as one example, is well known for
attempting to discredit the relationship between obesity and higher insulin levels caused by
sugar consumption. In his stated con icts of interest, you will see that he has received consulting