Now try this... I don't have a cure for cancer (all of it), but I could do if I expend a huge amount of my own time and effort. Since I know that as soon as all my time and effort is put in, I will receive zero compensation (apart from bragging rights, which I can't eat), I decide not to bother. Net result, 'Pharma' doesn't exist. Yeah, good plan!

Even better, change the letter too. I'm waiting for B4B: Beer 4 Beer.

mmmm... Beer.