It's ironic in the "we'll sell you opioids and then help you treat the addiction" sense, not the "we know how to make oxycontin so we're experts in addiction treatment" sense.

https://www.statnews.com/2019/01/30/purdue-pharma-oxycontin-...

I read Hooked and Nir Eyal obviously knows what he's talking about, I'm not questioning his authority on the subject.