An entrepreneur made international news when he set up a Web site to auction the egg cells of fashion models to the highest bidder (minimum bid: $15,000). The site was targeted to people who wanted to have very attractive babies because they believed this would maximize their chances of succeeding in our society. 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 Web site? LOI