In the US plastic surgeons have begun advertising for face transplant recipients. This will drive discussion about ethical issues and the psychological impacts of transplants on recipients and donor families. Other examples of innovations that could drive ethical discussions include brain food for babies, pills that remove the need for exercise, female Viagra, anti-alcoholism treatments, biodegradable scaffolding (to grow new organs such as breasts), memory pills, bionic eyes, tongue surgery, voice lifts, human limb farms, routine brain function tests, anti-suicide pills, gene silencing, ‘cluster bomb’ treatments for cancer, artificial hearts and age retarding pills.