Greenberg shows how the idea that depression is a widespread chronic disease has been packaged by brilliant scientists, doctors, and marketing experts -- and why it is has become wildly successful in the marketplace of ideas. He then asks what we gain and lose by taking this approach, and who benefits when we do.

Mollusks -- Job versus his therapists -- Mauve measles -- The dangers of empathy -- Making depression safe for democracy -- What your mum and dad will do to you -- The shock doctors -- The acid and the ecstasy -- Getting high and making money -- Double blind -- Diagnosing for dollars -- Mad men on drugs -- Embracing the model: cognitive therapy -- The new phrenologists -- The magnificence of normal.