Of all the changes shaping healthcare, the public information revolution is perhaps the most promising. The rise of the internet means that never before has so much health information been available to so many people. Social attitudes have changed so that more people are taking greater responsibility for their health instead of just relying on doctors to fix their problems. And experts are implementing findings from behavioural science research to craft effective messages about how to avoid ‘lifestyle illnesses’ (such as type 2 diabetes) through diet, exercise, and other practices. Simply put, given all the publicly available health information, people with access to that information no longer have any excuses for not preventing their own health problems, at least as far as ‘lifestyle illnesses’ are concerned.