The Placebo Effect

I recently ran across an article that confronted a mechanism that I and many take for granted (in fact it's what I've come to think of the effect "alternative-medicine" has on people) but the article confronts this widely held belief in the placebo effect. Now in no way do I hold this article as fact but I think the point is we don't understand the placebo effect well enough to really call it an "effect". Its a good thought exercise to at least entertain the ideas. It does make sense and honestly I've always taken the placebo effect for granted because I don't have the knowledge base to dispute it but it always has been something that bugged me. It bugs me because it's so biased and relative. Its difficult to know if the people would have been exactly the same even without a placebo. It could be just as easily chalked up to confirmation-bias. Anyway here's the article check it out and let me know what you think:
The Placebo Myth