In ancient times, representatives from the planet ‘Pharma’ were welcomed with open arms into primary care to discuss new potions and magical ideas to make the world a better place. Back then, in the beginning, there were gifts of value, and these were good. But soon dark forces came among us and removed these from our presence. The mood of the empire of primary care became low. In time, as primary care emerged from the darkness and rehabilitation of this traumatic experience there came another magical power to challenge its strength: a power that sent into the ether business-class flights, five-star hotels and educational meetings in luxurious surroundings. The future looked grim but worse was still to come. The sword of transparency would be awakened and with no care for human nature, or common sense for that matter, would strike from our being branded pens and Post-it^® notes.

These …