Molecular forces: in colloid science, complex fluids and living matter.

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The physical chemists; and the biologists, soil scientists and engineers who need them, have lived in parallel universes. Despite claims for relevance, the standard text book chemistry is unsatisfactory in a myriad industrial and basic applications. Identification of where theories went wrong has been made. The repair of current theories will provide better predictive experimental design principles that get to real world solutions faster. There is a genuine paradigm shift in progress. Redressing deficiencies of present theories will provide a better intuition for scientists who need a predictive intuition from physical chemistry for optimal experimental design.