Recently, concerns over physicians' conflict of interest have increased as the details of some doctors' consulting relationships with pharmaceutical companies surface. In an effort to cleanse medicine of egregiously conflicted doctors, Senator Grassley proposed of the Physician Payments Sunshine Act ("PPSA") in the Senate last year. The Act mandates reporting of uncommonly large payments by drug companies to doctors, but does not confront the panoply of more subtle yet more powerful methods the drug industry uses to influence prescriber behavior. This paper argues that industry-sponsored CME, small gifts, drug samples and drug detailers unconsciously influence physician prescribing behavior, and that the PPSA and reporting requirements in general are a particularly poor way to deal with physician conflict of interest. This paper also examines the probable failure of professional codes of ethics and criminal statutes to limit conflicts of interest, and concludes that the only real solution to the problem is to prohibit gifts and direct pharmaceutical company sponsorship of physicians' activities.