The lure of new cures promised by marketers of stem cell-based medical therapies should be approached with a buyer-beware attitude, say physicians and researchers, including David Brafman and Emma Frow, assistant professors in the Fulton Schools biomedical engineering program. The stem cell therapy industry is still largely unregulated and its claims mostly unproven, the experts warn. Brafman and Frow recently completed studies of services offered by stem cell clinics in the Southwest and found reasons to question the effectiveness of many of the treatments the clinics provide.