Chocolate fakes an orgasm

MindHacks thumps a PR meme:

Numerous news sources are reporting that chocolate has a stronger effect on the heart and brain than kissing.

Alarm bells started ringing when it became obvious that the story is a promotion for a sweet company trying to advertise a new line of chocolate bars.

The ‘research’ was conducted by a company called The Mind Lab who offer to do psychology studies for a number of purposes, including “PR oriented research” to get a “route into the media”.

Their founder, Dr David Lewis, can even be hired to “provide independent, third party, endorsement”, demonstrating that contradiction is no barrier to good marketing.