In June, Myriad Genetics found out its Flurizan had no effect whatsoever in a big trial.

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"It's no big deal as it will not effect what I do on the pitch and I will just get on with it, " he said.

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"When people see the economics could be very problematic, in effect, if there's no big structural long-term release of domestic demand, all this really amounts to is a big devaluation, " he said.

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It can add warnings, but these don't always have a big effect on a drug's use (see: " Fix No. 5: Forget Labels") and can get bogged down in negotiation.

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Pal Suren, the lead author of the Norwegian study, says that no adjustments for parental age or other factors seemed to make a big difference in the size of the effect.

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To increase its chances, Novartis conducted three big human trials instead of the usual two--a good move, because one showed no effect.

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