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When was the last time you flicked on your car radio, only to hear that one of your colleagues had been proclaimed a "pioneer," "leading surgeon," or "world-renowned expert" in LASIK surgery? Did you discover that he or she "has performed thousands of successful vision correction surgeries" right there in your home town, andmost remarkable- was the first to do LASIK in your region? Did you find out that your colleague is now a prominent member or director of some professional society you have never heard of, and has "awards and publications that are indeed impressive and too numerous to list?" Have you sought refuge in a different station, only to hear another advertisement trumpeting that the "XYZ laser center has some of the finest surgeons in the world," and assuring you that "truly, no other center can offer more skill and experience, because there is no substitute for quality and there is no higher quality anywhere?"
As these commercials conclude,...