I think it's interesting that some medical schools are helping our medical students learn how to deal with the pharmaceutical sales rep pitches at lunchtime by "appealing to physicians' natural skepticism." But my skepticism meter registers more about the effectiveness of this teaching. I have been more impressed that there is usually little pitch offered by reps when they bring lunch: they seem just as happpy to take a break for lunch as those they're feeding. So any medical student or resident who lashes into a sales rep "nice" enough to bring in lunch would likely be perceived as impolite or cocky, wouldn't they? So will doctors really challenge the reps if they are perceived by their peers this way?
Even worse is when you're successful at poking a hole in one of the drug rep's claims (which is quite easy). Then the rep has an excuse to return to your office again with a "clarification" or literature search.
And then they're back again, aren't they. In your face.