Two researchers engaged in medical anthropology – Sherine Hamdy (anthropology professor at University of California, [Irvine]) and Coleman Nye … wrote the story …. Much of the discussion around the book -- which won the prestigious PROSE academic publishing award in February -- has centred on how the book is to be located within academic, and especially anthropological, literature. From this perspective it's seen as a breakthrough on many levels; a new form of presenting research and of engaging research questions and insights with a broader public.

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