So much of it is marketing
There are certain psychological treatments that are highly formulaic in nature and involve the therapist teaching the same steps over and over again
Because of this, they are easily analyzed via standard scientific methods and, as a result, can often claim to be the “only scientifically proven therapy for X”
That doesn’t actually mean anything about the success of the therapy, it just means that the therapy is amenable to the testing process. Cynically, they are also the therapies most likely to be replaced by ChatGPT
In my experience with therapy, I always got the least benefit out of the most formulaic treatments – and usually had to work the hardest at them
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