At OxyContin's 1996 launch, Richard Sackler predicted it 'will be followed by a blizzard of prescriptions that will bury the competition.' Purdue instructed reps to tell doctors OxyContin was not addictive, and that only those with an 'addictive personality' became addicts. When the epidemic emerged, Sackler devised a strategy to blame the victims. In 2007, a Purdue affiliate pleaded guilty to felony misbranding. Over 20 million documents were ordered disclosed. The Sacklers agreed to pay $4.325 billion while having extracted billions beforehand.