the label scientific the diet industry creates its own myths in this way. the journalist's final step was to release the fake study to the public they wrote a press release and even invented a research institute that had a reputable sounding name. they created surprised even the un a little. it was crazy we had a made up institute with the address of the production company that produced our film nobody called and it was just a little press release these stories about food and about what we should eat and what we shouldn't run really well we all want to know what the perfect diet is.