Since upregulation of NRF2 increases NADPH levels within cells, reductive bioactivation of drugs might be considered a potentially effective strategy to treat cancer cells harbouring mutations in NFE2L2, KEAP1, or CUL3. Of particular relevance in this regard is the enzyme NQO1, which is often overexpressed in rat liver preneoplastic nodules and human tumours (reviewed in [145,294,295]) where it may be capable of bioreductive activation of quinone-containing xenobiotics. This evidence concerns the gene KEAP1 and neoplasm.