Well this study: http://www.acupuncturetoday.com/archives2001/sep/09neckpain.html shows that a simple acupuncture protocol does better than your typical massage for neck pain. Of course a more palpation-based approach where one finds the points that are best for the particular individual is likely to be even better IMHO, whether you’re talking acupuncture or massage. Unfortunately most studies don’t test that. I do applaud the work done on this study, though.