look, the fda allows us to say it. >> in pennington gap, dr. art vanzee was on the receiving end of purdue's sales pitch. >> this was kind of in the early days of the campaign that they had these kind of things. one of them was this oxycontin beach hat that physicians could get. and then they had this cd with "swing is alive." swing in the right direction with oxycontin. a lot of the old great swing tunes on here. it's a distraction. it's a way of taririvializing w you're doing. i mean you wouldn't give hats that have heroin on it. but it has the same addiction potential. >> i have one of the early mugs. it has a oxycontin on one side. on the other side, it says "the one to start with, the one to stay with." i find that really clarifying. they wanted you on that drug. they made more money when you were on that drug. and of course they knew most people, once they were on that drug for any amount of time, were going to have to stay on that drug. it was a great business model. >> it's a very practice, date-driven marketing decision to go in and hi