 Frank Chervenak and Laurence McCullough (2006) contrast medicalization, not with an absence of technological interventions, but with the co-option of these technological interventions by the non-medical sphere of commodification. They focus on the upsurge in “boutique” fetal ultrasound centers that offer expectant parents “pictures of the baby”, without any pretence that these pictures serve a diagnostic medical role. They argue that such non-medical, social imaging is ethically unacceptable, as it raises concerns about informed consent, psychosocial risks to women, false senses of security in the health of the baby, and economic conflicts of interest. They conclude that medical professionals ought to retain control and authority over the use and interpretation of fetal imaging technology. Their argument could easily be extended to other technologies used in obstetrics.