To complicate matters, a great many unqualified practitioners have moved into the food-intolerance ‘market’. Doctors will, of course, be shocked to hear any medical field described as a market, and that, perhaps, is part of the problem. The medical world may feel it is above such things, but in fact it is just as much subject to the laws of supply and demand as any other profession. The news about food intolerance, and what it might do for those with migraine, irritable bowel syndrome, and other long-term illnesses has filtered through to the general public, despite medical disapproval. People suffering from such illnesses are understandably interested to know more, since most have been told by their doctors: ‘There’s nothing much I can do, you’ll just have to learn to live with it.’ These patients represent a large segment of the population whose need for treatment is not being met by conventional medicine.

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