Olaf Knuttsen is the head of the Medical Rumours Syndicate, suppliers of medical rumours to the press and media.
When the media think it is time for another overnight shock, they get on the blower to Olaf.
"Hi, Olaf!" they say. "We haven't had a good stand-up medical scandal for weeks. Got anything good lined up for us?"
"Yes," says Olaf. "How would you like a rumour to the effect that breakfast cereals cause cancer?"
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