The show was heavily publicized, with a press release by a "Dr. Roland Kapferer PhD" claiming amongst other things that "Christie's use of such a device reflects the notions of Embedded Commands and Phonological Ambiguity used in Neuro-Linguistic Programming" and "the combinatorial structure of a Christie novel creates physiochemical responses in the reader". This was widely reported-upon in the press. An investigation by The Guardian's "Bad Science" columnist, Ben Goldacre, revealed that Roland Kapferer PhD, a philosopher working in anthropology and art theory, was the writer and associate producer of the show. Responding to queries from Goldacre, he describes the research as "guesswork" and claims that the program's content was intended to be a "tongue-in-cheek" joke to poke fun at the scientific establishment and that it was "obvious" that none of it was to be taken seriously. None of the scientific studies the show refers to were actually performed.