Intralase femtosecond technology is growing in popularity. Again, I am not against it, though I am not entirely convinced that it is worth the additional $1,000 charged to the consumer. Whether or not we think it is better, the ethical issue is in the marketing to the public. There are large billboards advertising “bladeless” LASIK and radio ads that suggest that LASIK can be done without going under the knife. As doctors, we should all take pause. This is absolutely and grossly misleading to the public! Patients come in thinking they will have LASIK without cutting a flap. Except there is a flap and there are still associated flap risks. Again, I ask, should we be purposely misleading the general public? Should we trick them into coming into our offices?