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Despite all the hype, Salah is far from the first footballer to celebrate a goal with a selfie.

Overall, psychedelics are involved in hundreds of other clinical trials as a potential treatment for all sorts of mental health conditions, leading some to argue that they have been hyped as “wonder drugs.”

“And what I meant by that was, he didn’t have all the hype but he was a football junkie, he had a passion for the game.”

Whether where is any truth to all the noise, or if it's just smoke and mirrors and the usual pre-fight hype, remains to be seen.

In a post on his blog, Knoepfler called Colossal’s claims “colossal baloney” and warned, “this kind of hype is toxic and harmful to science including public trust.”