Bad Pharma

I have been reading Ben Goldacre's Bad Pharma, which is in general a distressing take on the abuses not just of pharmaceutical companies, but also by academics, regulators and politicians.  However, it has a footnote on an experiment relating to titles.  A series of letters were sent out at random by a newly knighted doctor.  Some referred to him as "Sir"; others did not.  It made no difference to the likelihood of a response.  Somehow, the idea that someone thinks of doing such research gladdens me.