You almost can't pick up a women's magazine, for example, without seeing something about it.
Many patients are in search of an impossible perfection, often spurred by unrealistic media images.
Also, people are living longer, so they want to look good longer. Renato Saltz, MD, associate professor at the University of Utah in Salt Lake City, notes that technology has played a major role. Instruments like endoscopes and lasers allow us to do less invasive procedures. That means less scarring, less pain, and less downtime. Technology also allows for more outpatient surgery, so costs have come down.