A colleague recently brought to me some alternative fits he had done for a paper he was writing. The alternative fits looked very strange but had been strongly suggested by a referee. He was fitting a regression model to inter-country trade data and trying to explain patterns in terms of various measures of cultural fit. The referee was pointing to some papers in econometrics that had argued about the relative merits of multiplicative regression models fitted on the direct scale, rather than on the log-scale. The referee wanted a direct fit on the basis that the random errors may be more normal and additive on the direct scale.