about the cost of Usana's supplements as well as its business practices. Radio-Canada later aired an investigative report that examined the company's products, pricing and "misleading income claims" made to potential associates concerning revenue. It included hidden camera filming of recruitment and other sessions, which found one group of associates appeared to violate the company's policies and distributor agreements. This contrasted the Canadian legal requirements for multi-level marketing companies to provide clear, frequent and complete information about the revenue of the typical participant. In addition, the same group of associates were filmed making recommendations for using Usana products to treat illnesses including leukemia. John Cloud, senior writer for Time Magazine, conducted an evaluation of nutritional supplements in which he took a regimen of Usana pills, protein bars, powder drinks and psyllium fiber as recommended by the company's online evaluation. Cloud took a blood test prior to taking the products to determine the levels of calcium, protein, sodium, cholesterol, glucose, and other substances, and then was tested again five months after taking the supplement regimen, which included 3,000 pills at a cost of $1,200. The follow-up test revealed a change in only two values; a 75% increase in vitamin D levels (attributed to the vitamin D3 supplement Cloud had been taking) and a 28 mg/dl increase in high-density lipoprotein, which could not be accounted for. Cloud also experienced a placebo response where that act of taking the supplements made him feel more vigorous despite no physiological reasons being present. This response also led to a 10-lb increase in weight, as the belief he was more vigorous led to his making poorer dietary decisions—a phenomenon referred to as the "licensing effect". New Zealand government statistician for the Commerce Commission, Dr. Murray H. Smith, who served as an expert witness in every pyramid scheme case brought by the Commission preceding 10 years, opined in 2008 that very few Usana distributors are likely to become wealthy, and stating "you can make a very strong argument that this could be a pyramid scheme." When asked by the National Business Review to review the firm's business structure and compensation plan, it was Smith's opinion, from a statistical not legal standpoint, that the firm demonstrated a number of characteristics commonly occurring in pyramid schemes including that most members recoup less than what they pay to participate; that those at the top of the structure are more likely