A researcher selling his soul to industry. That’s how Rob Markus, who holds an endowed chair at Maastricht University, was portrayed – unsuccessfully blurred out – in a broadcast of the Dutch television programme Rambam on Thursday, 24 January. He was quite willing to discuss the possibility of ‘guiding’ research on an energy drink towards a positive outcome. Is that true? “Of course it isn’t”, says Markus. “The context has been completely removed”.