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Sufferers of bad backs, sore elbows, severe heartburn and painful prostates have historically faced two main options: drugs and, if those fail, surgery.
FORBES: The Big Hurt
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"People are willing to put up with the rash because they have cancer ... but if you have two equivalent options and one causes a rash and one doesn't, people are always going to choose the one without a rash, " Hecht says.
FORBES: ImClone Gets Targeted
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Even if we get through the next week without panic, my gut feeling is that this decision is a bad one and the Europeans should have chosen from the other two options on the table.
FORBES: Cyprus Depositor Tax: Genius Plan or the End of the Euro?