Overdiagnosis – the problem of too much medicine (1) - is big business. Literally so, as described in the writing offered by the pharmaceuticalisation and medicalisation critiques (2). Transforming ever more of human existence in to a medical condition to be diagnosed and treated offers promise of ever greater market share to big companies around the world. But also figuratively speaking, if we look at the growing array of papers, journals, and conferences which discuss and debate the phenomenon
