because you want a comparison: you want to know to what extent the remedy is helpful in relation to no treatment (placebo). Since we know that hair loss is a b**ch, we assume that the hair loss will progress, i.e. the result with placebo will be worse. here, however, it has increased significantly, which is unusual and of course also makes the end result worse or more unreasonable overall. The success of KX would have been clearer if the placebo group had not had an improvement. Also, it's questionable why they had any improvement: seasonal shedding, continued use of other treatments (have heard from a few at Tressless who were convinced they were in a placebo group and therefore switched to finasteride etc.) or whatever. it remains unclear, I would say.