Imagine your doctor telling you that high low cholesterol doesn't make you any healthier or exercise doesn't do you any good or flouride doesn't prevent cavities?
Well, that's exactly what this one doctor is prescribing despite what the mainstream doctors and medical experts have to say. Whether you agree with him or not isn't the point. The idea is that he's getting noticed by taking a contrarian stand. He's got a Big Zig that grabs your attention. This letter does a nice job of addressing the skeptics by siding with them. And then subtly begins to tell the reader that what they believe is true is wrong.