An entrepreneur made international news when he set up a website to auction the egg cells of fashion models to the highest bidder (minimum bid: $15,000). He wrote, “Just watch television and you will see that we are only interested in looking at beautiful people. This site simply mirrors our current society, in that beauty usually goes to the highest bidder . . . Any gift such as beauty, intelligence, or social skills will help your children in their quest for happiness and success. If you could increase the chance of reproducing beautiful children, and thus giving them an advantage in society, would you?” Is the buying and selling of humans just another example of consumer behavior at work? Do you agree that this service is simply a more efficient way to maximize the chance of having happy, successful children? Should this kind of marketing activity be allowed? Would you sell your eggs or sperm on a website?