A desire for money that outstrips moral and ethical concerns, the knowledge that you can prey on people's fears and that there's also one born every minute. Garnish with lashings of sugar and film in soft focus.
Sheila - you may have noticed from earlier answers that there's a certain scepticism on this site about Equiba and its claims! There's an article on the Equiba phenomenon here:
article 3369
one of the best threads for info and ideas is this one:
question 10346