A related article is from Wired Magazine about the placebo effect. "Placebos Are Getting More Effective. Drugmakers Are Desperate to Know Why" by Steve Silberman, details the growing frustration of pharmaceutical companies as researchers discover that many drugs aren't performing much better than placebos.
Then there's this great episode from Radiolab also on the placebo response.
All of this once again makes me stand in wonder at the power of the human mind. Does this apparent rise in the placebo response mean that, as a species, we're becoming more suggestible? And what are the implications of this?
Edited September 5, 2009 to add: The article Placebo Is Not What You Think It Is by Peter Lipson comments on the second article I linked to in this post and sheds some light on the whole placebo issue.