In dentistry, most changes in therapy come from new techniques and products that are introduced to the market. Clinicians (and patients) can be overwhelmed by advertisements and marketing, some obvious and some (e.g., paid clinical reports in non-peer-reviewed journals) not so obvious. Because most advances are made with small case studies, which are at a lower level of evidence, it is imperative that data clinicians read or see have the greatest validity possible. This validity is imperative to achieve evidence-based dentistry that uses relevant, high-quality, clinically oriented research that provides better information for the clinician and better treatment for the patient.