It's been amusing to watch former Pfizer executive John LaMattina try to pick apart Ben Goldacre's new book, Bad Pharma, a powerful indictment of the industry in which LaMattina used to work. This is not the occasion to get into the details of this battle, but as an aside let me just say that I would advise any representatives of the pharmaceutical industry to think very carefully before choosing to take on Goldacre.