new face was young, white, and “all-American.” In the 2000s, many cases of addiction to heroin began with pharmaceutical opioids that had flooded the market since the late 1990s, thanks in large part to toothless regulators captured by corporate interests. A glut of high-dose opioids like oxycodone flowing through the medical market found a young, white consumer base in the illicit market willing to pay top dollar. But things took a dark turn around 2010, when pharmaceutical opioids became scarce, expensive, and tamper-proof, which sparked a mass exodus from pills to cheap, potent, and widely available heroin. Some experts thought a “rush” to the heroin market wouldn’t be all that bad, but since the crackdown on pharmaceutical opioids,