This chapter examines the history of this domain, with an emphasis on systematic research into the outcome of psychological treatments. Empirical data show that most methods are equivalent in terms of both efficacy and effectiveness, and that there is little need for the use of brand names. However, there is a proliferation of new therapies, each of which claims to be unique and often has a memorable acronym. A number of therapies that do not deserve to have brand recognition, such as eye movement desensitization and reprocessing (EMDR), are discussed. Finally, particular attention is given to the more malignant psychotherapy fad of recovered memories.