If George Best had taken advantage of pharmacological extinction, or the Sinclair Method as as pioneered by Dr David Sinclair's team at the National Public Helath Institute in Helsinki, Finland he would have had an 80 % change of reversing the biology of his addiction to alcohol - this is bourne out by over seventy published clinical trials. The method involves taking an endorphin or opioid blocking medication such as naltrexone or nalmefene and then proceeding to drink. The results - over 3 to 4 months - is a complete reversal in craving and actual drinking levels for 80 % of patients. This compares favourably with the 85 % failure rate associated with traditional rehab and detox - or abstinence based methods. Paul Gascoigne - and millions like him - are now able to take advantage of this evidence based treatment as set out in The Cure for Alcoholism (BenBella Books, Texas, 2008. Alas, the treatment is inexpensive and outpatient and therefore not profitable for elite private rehab clinics which depend on the revolving door - patients returing for yet another round of 28 day treatment at £18K a go. Furthermore, the medication is generic (cheap, non-abusable, and only effective if combined with ongoing drinking over 3 to 4 months. It is both tragic and scandalous that the UK is one of the few countries that has not yet bothered to approve naltrexone for alcoholism - unlike most of the EC, North America, India, Australia, Malaysia, and South Africa. The formula for success is Naltrexone + Drinking = Cure while Naltrexone + No Drinking Allowed = Failure. Again, abstinence based traditional rehab - a $6.2 billion business in the US alone - results in 85 % failure rates.