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Contributors Both authors have contributed to the writing and editing of this editorial.
Funding The authors have not declared a specific grant for this research from any funding agency in the public, commercial or not-for-profit sectors.
Competing interests DMM is an employee and shareholder of GlaxoSmithKline. DH has no competing interest to declare.
Patient consent Not required.
Provenance and peer review Commissioned; externally peer reviewed.
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