The current optics of the pharmaceutical industry are rather unpleasant. Drug prices continue to skyrocket, pharmaceutical executives have reported salaries in the tens of millions, and communities across the country are devastated by the opioid epidemic, which was sparked by drug makers who criminally misled regulators, doctors, and patients about the drugs’ safety and addictiveness.

To scrub down their filthy reputations, drug makers could try lowering prices, a public mea culpa, or pledging to make pricing and marketing more responsible and transparent. But they seem to have taken a different strategy.

This week, PhRMA , a powerful pharmaceutical lobbying group that represents more than 50 companies, is considering requiring their members to spend $200 million or more per year on research and drug development (based on a three-year average), Bloomberg reports. The move is intended to play up their pursuit of cures—an ostensibly noble effort—while distancing themselves from offending companies that simply buy old drugs and ratchet up the prices—moves made infamous by Martin Shkreli and Mylan

The proposed rule follows the exit of two companies from PhRMA last month: Mallinckrodt Pharmaceuticals and Marathon Pharmaceuticals. Both companies had come under fire for alleged price gouging of medicines they didn’t develop. Mallinckrodt, for instance, raised the price of a 1950s drug for infantile spasm and multiple sclerosis. Its price went from $1,650 a dose in 2007 to more than $35,000 , Business Insider reported. Likewise, Marathon, drew fierce criticism earlier this year for planning on selling an old drug for a rare muscular dystrophy condition. The price for a year’s worth of treatment was set to be $89,000, up from the $1,200 price tag carried by imported versions of the drug.

Marathon quickly halted the plan amid backlash and then sold the drug. But it didn’t dodge longterm effects, including being shunned by PhRMA. In response, PhRMA President and CEO Stephen J. Ubl told Ars at the time that:

[Marathon’s] recent actions are not consistent with the mission of our organization. In addition, the leadership of the PhRMA Board of Directors has begun a comprehensive review of our membership criteria to ensure we are focused on representing research-based biopharmaceutical companies who take significant risks to bring new treatments and cures to patients.

The requirement for R&D spending may fit in with the group's mission. However, it may not guarantee what consumers would consider good behavior on the part of drug companies. For instance, PhRMA member Biogen, which spends hundreds of millions on R&D has been at the center of several drug pricing controversies. Just last December, the company released a drug for a rare spine disorder priced at an eye-popping $750,000 for the first year’s worth of treatment.

Purdue Pharmaceutical, another PhRMA member, is largely blamed for spurring the opioid epidemic. During the 1990s, the company unleashed an aggressive and fraudulent marketing campaign for OxyContin that suggested the powerful opioid painkiller had low risks of addiction and side-effects. After raking in billions in revenue from the dangerous drugs, Purdue pled guilty in federal court in 2007 for misleading and defrauding regulators, doctors, and patients. The company and three of its executive paid some $600 million in the legal defeat. The company continues to face lawsuits and public scorn.

In January, Martin Shkreli was angered by PhRMA’s move to distance itself from unpopular pricing practices despite its own sordid past. The notorious ex-pharmaceutical executive put together a bare-bones website to list out PhRMA members’ scandals.

“Stephen Ubl,” Shkreli wrote on the site, “don't you dare point your finger at me for the pharmaceutical industry's troubles. It turns out we’ve all made some unpopular moves... Look in the mirror.”