Commentary on McCambridge et al.: When the emperor has no clothes (but pretends to be a fashion expert).

The author comments on an J. McCambridge and colleagues' "Transformative Research on the Alcohol industry, Policy and Science (TRAPS) research programme. Topics discussed include evidence provided by such research on alcohol industry funding, significance of analyses of the activities of other harmful industries, and comment on the concept in the paper regarding the importance of studying the fusion of political, corporate social responsibility (CSR) and making strategies.