Not exactly an ethically acceptable, or even transparent business model.

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If a country must have high taxes and lots of social spending, then the Danish model of clean and transparent government is the only way to make that model work.

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Eisai and Pfizer, who produce donepezil, also known as Aricept, have also asked "fully transparent working version of the calculations used in the cost effectiveness model for independent evaluation and comment".

BBC: image of rivastigmine

In a simple, ingenious way, a company called HitBliss takes this fuzzy ad-for-content model, pulls it apart and makes everything deliberate, transparent and explicit.

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