“…8,14,17,19 The attractions of CAM The reasons for the high level of CAM-usage are diverse and complex. Perhaps the most obvious one is that, persuaded by the media, 20 friends, relatives 21 , 22 or by past experience, many consumers are convinced that CAM is effective. 9,21,23,24,25,26,27 The association of CAM with nature appeals to many consumers 28 and this is reflected in the terminology: CAM is seen as natural rather than artificial, pure not synthetic, organic as opposed to processed, "low" rather than "high tech" and "hands on" while conventional medicine is more and more "hands off".…”