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I suppose intellectualism amongst providers is a good thing. Physio clearly has a branding issue though and I wonder if hyper-intellectualism further confounds physio’s message to the public. Sometimes it feels like even public service announcements are made more to impress other Comic Book Guys and elicit their "likes" than to garner the public’s interest. The message from informed physios is often effectively something like, "We do graded exposure (which is really what everybody else is doing, including the buffoons we despise) minus the bullshit explanations." Does the public really care about the "why" as much as we think it does or would physio be better off worrying more about doing the "what" better than everybody else, albeit without advancing information that is known to be inaccurate and implausible? Intellect is not always proportional to utility. In clinical domains, greater intellect isn’t always better. The balance probably lies somewhere between Comic Book Guy and Dr. Nick.