Following the highly critical Lateline TV report on abusive treatment of aged care residents, Australian of the Year and President of Alzheimer's Australia, Ita Buttrose, has joined the negative view of the sector. She has been quoted "I'm going to put a plea out to consumers to write to us with further stories of their less-than-adequate care". One wonders what ongoing, sensational, negative news achieves, especially when it is not balanced, as was the case with Lateline. Why will quality staff that do an exceptional job every day (and have attractive employment options) stay in a sector that is constantly ridiculed?