Immuno-therapy was another fad, they were told. The treatment probably offered no bigger benefit than eating mushrooms to fight cancer, one critic opined. Another said he’d shave his head if it worked.
http://www.bloomberg.com/news/articles/2016-03-03/drugmaker-wins-big-in-japan-as-its-gamble-leads-to-150-000-drug
This $150,000 Cancer Treatment Saved a Pharma Company