The opening of Albert Q. Maisel’s highly skeptical 1950 Look magazine article about a new pseudoscience, something called “Dianetics,” conceived by pulp writer L. Ron Hubbard:

“A year ago, L. Ron Hubbard was an obscure writer of pseudoscientific pulp fiction. Today he has:

.. Half a million devout followers.

.. A foundation with a chain of bustling branches stretching from Elizabeth, N.J. to far-off Honolulu.

.. The best-selling nonfiction book since Dale Carnegie discovered the secret of success.

.. A swarm of pop-eyed students, who stand in line for the privilege of plunking down 500 bucks for a one-month course which converts them into “professional auditors,” complete with a couch and capable of outpsyching any ordinary psychiatrist.

.. Even larger and faster-growing tribes who pay $200 each for the 15-lecture short course – or $25 an hour to have their ‘cases opened’ by $500 professional auditors.

.. And a small army of associate members, at a mere 15 smackers each, who gratefully keep up with the whirlwind developments of Hubbard’s new ‘science’ of dianetics through the Dianetics Auditors Bulletin.

Dianetics and the Discovery of Fire

Hubbard, you may gather from the foregoing, has discovered the key to success and demonstrated once again that Barnum underestimated the sucker birth rate.

But that, by Hubbard’s own admission, is probably the least of his discoveries.

Unencumbered by the modesty that hog-ties ordinary mortals, Hubbard starts his book – THE BOOK, his followers call it – with the calm assertion that ‘the creation of dianetics is a milestone for Man comparable to his discovery of fire and superior to his invention of the wheel and the arch.’

A few lines beyond, one learns that, with dianetics, ‘the intelligent layman can successfully and invariably treat all psychosomatic ills and inorganic aberrations.’

Farther on, one discovers that these psychosomatic ills, ‘uniformly cured by dianetic therapy.’ include such varied maladies as eye trouble, bursitis, ulcers, some heart difficulties, migraine headaches and the common cold.

But you ain’t heard nothing yet.”