Many nephrologists feel threatened by the allegation that, in patients with chronic renal failure, treatment with calcium-based phosphate binders (calcium acetate and calcium carbonate) may induce coronary artery and cardiac calcification, thereby imposing a greater risk for death compared with sevelamer, a non-calcium-based binder. Acknowledging that drug manufacturers are not unaware of the marketing advantage to their product consequent to destabilizing demand for competing drugs, the case for and against abandoning calcium-based phosphate binders in favor of sevelamer is reviewed in this study. The case for continuing prescription of calcium-based phosphate binders stands on the following: (1) flawed clinical trials that favor sevelamer as a replacement; (2) weak evidence that oral calcium intake modulates vascular and/or cardiac calcification; ( D istinguishing between scientific and entrepreneurial aspects that underlie an increasing proportion of current medical therapeutic controversies is challenging. Indeed, selecting an antihypertensive or lipid-lowering regimen on the basis of objective, prospective, randomized comparisons is not possible. Once sales of a single drug exceed $1 billion, market forces that back that choice are formidable, reaching out to physician-customers with festive dinners, free brief cases and pens, and multiple other rewards for receiving the advertiser's message. Consider the accoutrements of Renal Week 2005. Our official convention bag advertised one pharmaceutical company, our registration badge hung from a ribbon celebrating another, and the CD with searchable meeting abstracts was available only by visiting the booth of a third company. Certainly, we all understand that advertising is a lubricant for capitalism and that many scientific journals carry large and attractive ads as a component of fiscal stability. Nevertheless, the need for separating being "detailed" from gaining the desired content of a "true" message is now a difficult chore.Illustrating this contention is the reality that, of 23 "Official Symposia" authorized by the American Society of Nephrology and scheduled during Renal Week 2005, seven (30%) were sponsored by corporations that advocate a specific pharmacologic intervention for calcium-phosphorous perturbations in chronic kidney disease. Study of the handouts from these sessions suggested their origins in diverse, separate universes.Currently available and widely applied products that are prescribed to manage hyperphosphatemia in secondary hyperparathyroidism were ignored or muted during specific presentations funded by companies that champion competing drug regimens.As an example, a conference that proposed a new treatment paradigm for managing secondary hyperparathyroidism on the basis of treatment with synthetic vitamin D included neither positive nor negative roles for cinacalcet (parathyroid cell sensor stimulant), sevelamer (phosphate binder), or lanthanum carbonate (phosphate binder). Following the lead of the US Food and Drug Administration and j...