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Refuting the milk industry's overwhelmingly popular campaign - "Got Milk?" - which has convinced us that milk is essential, this scientifically based expose proves why we don't need dairy in our daily diets, how our dependence on it is actually making many people sick, and what we can do to change it.Bolstered by the dairy industry and its successful "Got Milk?" advertising campaign launched in California to help declining milk sales, as well as the government's recommended dietary guidelines, many Americans view cow's milk as an essential part of a daily diet, unequaled in providing calcium, protein, and other nutrients and vitamins. Cow's milk has been promoted as a food without substitute, as being necessary and not interchangeable with foods outside the dairy food group.