 Yet Chervenak and McCullough may overestimate the authority that medical professionals are generally able to exercise over the meaning and use of technology. For instance, ultrasound imaging is already viewed by pregnant women as playing much more of a social than a medical role; whether it occurs in a medical clinic or at a boutique parlour, it is primarily understood as the first opportunity to “meet the baby”, and women are caught off guard when this event yields substantive medical information (Mitchell 2001, Kukla 2005a). All the same, their argument raises an important point: the alternative to medicalized pregnancy is not, in practice, ‘natural’ pregnancy. Instead, medicine is one institution among many that vies for control over the cultural use and significance of this technology, and pregnancy is likely to continue to be technologically intensive no matter how his struggle plays out.