If you think back a couple of generations, it was considered inevitable that people would lose their teeth when they reached midlife. Around 40 or 45, you would have your teeth taken out. Periodontal disease was not understood, and decay was rampant. But now teeth are resistant to decay and are lasting a lifetime. I have gone in 18 years from learning how to make dentures and thinking it is OK for people to lose teeth to being appalled if anyone loses teeth.
Aesthetic dentistry is the most profitable segment of the business because it is an easy sell.
Put a camera in your mouth and you'll want whiter teeth, too. It is much harder to convince someone to poke her gums every night with a piece of rubber, to sleep with a choking plastic tooth guard, and to undergo four surgeries to fix a gum flap, all for a benefit that is decades away. The very success of dentistry has raised expectations so high that patients now object to any inconvenience. When I surveyed 100 friends and acquaintances about their dental complaints, few bitched about cosmetic dentistry that was foisted on them. They like their whiter, straighter teeth.