If we want to actually help people create an abstinent lifestyle or one of reduced use, the answer lies not in fear tactics, but in addressing why someone makes the decision to continue their use. This is the source of all use – one’s desires and motives for a brief moment of satisfaction, relief and happiness. By sidestepping the actual reasons people create to continue their use while convincing that individual that they can’t stop or reduce without suboxone’s magic, we are continuing the false belief in the “power of heroin.” It’s time to let go of drug mythology and address people where they are and why they make the choices to use or not to use. Because in the end, no one, not even the hardened and tired “addict” does anything they don’t want to do.