No shortage of suckers

I got a huge laugh out of the Sunday Times this morning, and it wasn’t from reading the comics. The headline that caught my eye read “Tuition to train the brain,” and was accompanied by a photo of a kiasu couple watching their young daughter supposedly identify cards while blindfolded. (Clarification: the daughter was blindfolded, not the parents, but I doubt the parents really “see” that well.) The article discusses the rising popularity of brain stimulation classes, some of which claim that their students will learn to see and read while blindfolded.

I have no doubt that children can learn to read while blindfolded – provided they are learning Braille.

The two medical experts quoted in the article were not impressed. But the boss of one of these brain building afademies explained his program: the children play games, sing, and watch funny videos (I’m guessing Tom and Jerry or Mr Bean) while a machine plays sounds in the background. Ooooo-eeeee-oooh. He was actually quoted as saying “I can’t explain it scientifically, it’s a mystery.” No doubt. His academy only takes children between ages 5-12, but it will accept older kids if they are deemed suitable after an interview. I can imagine the interview going something like this:

Brain boss: “Are your parents able and willing to pay our exorbitant fees?”
Prospective but over-aged student :”Yes.”
Brain boss: “OK, you’re in.”

The article did not just quote a couple of neurological authorities and the academy heads, it also quoted a couple of parents. One parent reported a change in her son’s personality after a few days! Another has yet to notice any academic improvement in her son since he began the course, but feels the kid is more confident in doing his homework. Sounds like the placebo effect to me. And by the way, she is now an “ambassador” for the company and gets 12% commission for referrals. Sounds like the dollar effect to me now.

I recall a recent article about the alkaline water business (on which I commented on November 22, 2010) and I am struck by the similarity of the structure of the articles. An unbelievable claim, promoters careful not to say anything that will get them in trouble, some half-hearted testimonials by unqualified or biased supporters, and a couple of qualified experts offering very reserved opinions casting doubt on the claims. Maybe it’s a formula they teach at journalism school.

I hope the next time ST covers such a dubious product or service they get experts willing to call a spade a spade. Of course, most experts are very cautious as they may not know all the facts (one never does) and are afraid of being sued.

With this kind of hard-hitting investigative reporting it’s just a matter of days before we read about the next bunch of suckers.

I have not seen many tiger moms in Singapore, but it seems there are lemming moms and sheep dads aplenty.