  Scalar--tensor theories, with Einstein Hilbert and non-minimal interactions,
$\sim M^2R/2 -\alpha\phi^2R/12 $, have graviton exchange induced contact
interactions. These always pull the theory back into a formal Einstein frame in
which $\alpha$ does not exist. In the Einstein frame, contact terms are
induced, that are then absorbed back into other couplings to define the
effective potential (or equivalently, the renormalization group). We show how
these effects manifest themselves in a simple model by computing the effective
potential in both frames displaying the discrepancy.
