I brought one person in to work on that with me, they proceeded to buy a domain for the top product name we were considering (canitake.com) within the first day. It was wonderful to get that red flag so soon, I stopped working with them, and abandoned the project. Losing the project was a little unfortunate, the data brought good questions someone might want to ask their doctor about; but knowing what I know now about "doing your own research" a lot of people would not have used this as a way to prepare to talk to a professional and would have interpreted the data themselves.
Not working with that acquaintance again was invaluable, they burned their way through the industry for the next decade. They could have messed up projects I actually cared about.