It's not just placebo.
It's the old idea that: If I'm having proper therapy for cancer (Kemo and whatnot), I'll feel like absolute S.H.I.T, because that's what the therapy does to you. Right before you feel better from it, you often feel at your worst. While at this short worst, I may seek out, for example, crystal healing in pure desperation. Now, shortly after recieving the crystal healing I start to feel better because the Kemo finally kicks in and kicks out the cancer.
What am I going to thank? The Crystal healing that did nothing or the Kemo that made me feel like !@#$%? It's scary how many people thank the crystal healing.
Alternate Therapies are like the stock market, you buy when a business is doing very poorly because they either fail miserably and you lose next to nothing (i.e the person dies) or they begin to climb back up and you gain lots (the person, for other reasons, recovers).