In a very interesting article in The New Yorker, Jonah Lehrer asks the question can truth Wear Off? So, what is “truth” and what is “wearing off”? In this case truth is that which has been proven by the scientific method (i.e.) experimentally. As the psychologist Jonathan Schooler discovered, experimental effects he had shown very clearly started disappearing into the dreaded land of non-significance over time. That is the “wearing off” part. And it wasn’t just Schooler. Others have seen similar phenomena where published studies when replicated over time have effectively lost their potency. This is a particularly troubling problem for medical science and is practically seen in the number of drugs that are retroactively pulled off the market. As the medical researcher John Ioannidis has shown, there can be substantial harm to society from wrong (but well publicized) results living in the memories of doctors who continue prescribing those drugs or treatments (hormone replacement therapy and daily low doses of aspirin) even when they have proven to be ineffective or harmful. So, the question is, how do effects disappear over time?