I think the effect of eliminating the efficacy standard would just be to shift the cost from one that is paid upfront by the company and then borne by the consu

I think the effect of eliminating the efficacy standard would just be to shift the cost from one that is paid upfront by the company and then borne by the consumer to one that is wholly borne by the consumer. The cost of finding effective treatments would not be reduced, but just more hidden in the cost of having the market weed out more medications, misinformation around claims, etc. Just look at the supplementation market which the FDA does not regulate much. How many people waste their money chasing claims that have little or no effect?