One of the biggest reasons people distrust veterinarians is the belief that we’re recommending care to “line our pockets.” At the same time, some veterinarians who publicly reject evidence-based medicine and instead sell ebooks, courses, supplements, or boutique diets are praised as being more “honest” or “brave.” That disconnect matters. Fear-based messaging works because it creates a problem only the seller can solve: • “Your vet won’t tell you this…” • “Traditional medicine is hiding the trut