The choice of title for a book can make or break its sales. Despite any caution or maturity of judgement we may claim, it seems we are all at risk of being seduced by books with titles such as “ Improve your golf”, or “Make the stock market work for you”. Read the book and find the success/wealth/glamorous lifestyle or whatever that has eluded you up to now. Practical management of oesophageal disease is in this mould—the title hints not at …