The contrasting effect on the malignancy promoting genes, AR, PR-A, and ERα (downregulated), compared to the prodifferentiation maintenance gene, ERβ, in combination with effects on apoptosis associated genes, highlights HE3235 as a differentiation agent, as it induced programmed cell death in mammary cancer (reported here) and prostate cancer models [10]. The gene discussed is ESR1; the disease is prostate carcinoma.