As much as there is an aware consumer, there is another lot that thinks they are going to die. Some are worried about whether the treatment will leave them paralysed. But apart from this, people want to know how often the treatment needs to be repeated, what if they don't want to repeat it et al.  Also, since there are so many bad results floating around the place (read: caricature-like faces where people look like they are perpetually surprised, cheekbones that look like apples are sitting on them), people get really worried. They are obviously put off by unnatural results.