The Pink Lotus Breast Center where Angelina Jolie was treated showcased her “Brave Mastectomy Decision” on their website, with a fade-in image of celebrity Sheryl Crow, who, unlike Jolie, was diagnosed with and treated for breast cancer. Looking more like a spa than a cancer center Pink Lotus boasts patient choice, top surgeons, and holistic and complementary services (which may not be covered by insurance plans). After detailing the main stages of Jolie’ treatment in her blog, Dr. Kristi Funk writes, “Like Angelina, I urge women who feel they might have reason to be at risk for a BRCA gene mutation, perhaps because of a strong family history of cancer, to seek medical advice and to take control of their futures.” The uncertain language (e.g., perhaps, might), coupled with the decisiveness of taking control of one’s future is a common advertising formula in a medicalized society. Genetic testing companies similarly advertise the “life-saving, disease-preventing” opportunities of genetic testing even though the benefits for most would be uncertain at best.

The value of preventive measures for people at high risk notwithstanding, risk itself is a valuable commodity. The stock for Myriad Genetics — the company that presently owns the patents on the breast cancer genes and monopolizes the market on BRCA analysis (e.g., trademarked as BRACAnalysis) — went up 3 percent the day of the op-ed to a three-year high with twice the usual trading volume. Myriad markets both to consumers directly and to physicians and other health practitioners. According to Director of the Genetic Counseling Program at the Yale Cancer Center, Ellen Matloff, Myriad has been known to advertise in ways that “mislead [physicians] to think that 10 percent or more of their patients need the [BRACAnalysis] test, when that is not the case.” The Supreme Court will determine in June whether Myriad’s patents on the BRCA genes are indeed legal.