One relevant development may have been the rise of academic psychology and its acceptance by consumer culture. By midcentury, at least some Americans had been persuaded that cosmetic surgery could be seen as a medical treatment for psychological problems such as the inferiority complex. According to this view, cosmetic surgery was not quackery or vanity or even merely cosmetic; as historian Elizabeth Haiken writes, it was "psychiatry with a scalpel." This view lined up nicely with a more expansive, holistic conception of medicine itself. If a legitimate purpose of medicine is to improve a patient's psychological and social well-being, why not accomplish that purpose with surgery?
The transformation of "enhancements" into "treatments" is now a familiar part of medicine, of course, and it has been accelerated by medicine's move into the consumer marketplace. Physicians today prescribe drugs to lengthen attention spans, strengthen erections, and smooth out wrinkled brows, even when they are not entirely convinced that what they are treating is a medical need rather than a consumer desire. Many others write prescriptions for conditions that blur the boundary between pathology and ordinary human variability: synthetic growth hormone for idiopathic short stature, antidepressants for social anxiety disorder, and hormone-replacement therapy for the effects of menopause. The line between what consumers want and what patients need has become very hard to draw.
