There’s a sleep medication out there called Lunestra. You’ve probably seen ads for it on TV, with a butterfly shedding pixie dust over an attractive slumbering individual. Based on the legally-mandated warnings, which include “we’re not sure how it works”, I think I’d rather stay up all night.

Now, as a sleep-enabled guy, perhaps I don’t appreciate that there are people who can really benefit from this chemical. Obviously I’m not the only one who got nervous based on the ads, however, because now there’s a new campaign, with the same pixie-dust butterfly, but no direct reference to the product at all. Just a butterfly and a Web site. So, no requirement to list the side effects. Just a cult-like invitation to join. On the Web site, it will be much easier to steer folks away from the scary information.