Morinda citrifolia (known as noni in only a very small number of the thousands of cultures where the plant is used medicinally), is probably among the most important medicinal plants in the Indo-Pacific region. I have had interest in the plant for its traditional uses and roles in cultures as a very hardy plant that people can rely upon where ever they have moved in tropical oceanic regions. One of the fascinating aspects about the plant is that it grows in very poor soils and usually produces an abundance of fruit without any human assistance. As a non-domesticated crop, it costs almost nothing to grow the plant (in the wild) and the large leaves and fruit are cheap and easy to harvest. I have not been terribly interested in the modern commercial phenomenon, but am constantly being sucked into the edges of this madness. I personally find the commercialization of plants such as this to be a sickening thing, not because the process may bring health to those who need it, but because the process is primarily intended to enrich a small number of people at the expense of a vast network of others, usually with a web of deception. The advertising, co-opting of "tradition" and twisting of something healthy and good into commercial gain through lies is shameful. Sadly, this very important medicinal plant has become the poster child for globalization of herbal medicine.