Why is the belief that dental technology sells dentistry actually a myth? Because most clinical technology in dental offices does not create revenue on its own, does not make patients magically appear, and rarely affects whether a patient says yes to treatment regardless of manufacturer marketing claims. The myth has deep roots in dental training. Students at teaching institutions watched patients accept treatment in environments equipped with the latest equipment and concluded that the equipment was producing the acceptance. The actual driver was the institution's reduced-fee structure, not the technology. The pattern repeats in private practice. Doctors buy the latest gadgets [...]