In 2010, Gwyneth Paltrow’s wellness brand, Goop, was just starting to get its goop-y mojo rolling. Tom Brady’s lifestyle company, TB12, wasn’t around, so we had no way of learning about bogus fitness concepts like muscle pliability. And Jessica Alba’s , a fearmongering and pseudoscience-based business that is currently worth over a billion dollars, was still one year away from inception.

But what a difference 10 years has made. Now all of these companies are thriving and many other celebrities, including Victoria Beckham and Kate Hudson, have started similar wellness brands.

But it is hard to deny that things are qualitatively different now. This has been the decade of misinformation. And, in the context of health, celebrities have led the charge.

Yes, pseudoscientific health claims have been with us for a long time. And celebrities have often embraced them. (Apparently, Greta Garbo never met a fad diet she didn’t like or, at least, try.) But it is hard to deny that things are qualitatively different now. This has been the decade of misinformation. And, in the context of health, celebrities have led the charge.