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"It would be quite hard to fool someone into thinking they are eating cupcakes when they are really eating a bowl of unsweetened oatmeal."

I would be willing to be fed slurry through a tube, if it provided good information.

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This does assume the form factor and visual re-enforcements don't contribute to the effect. You can call this "placebo" if you want, but the perception is real and might not have a clear "alternative placebo".

I wouldn't count those chickens anytime soon.

But wouldn't you give the control and test groups the same looking / tasting slurry?

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