One must have a discerning eye to spot unethical marketing attempts in today's world.

Now, I am not entirely sure if what follows is bogus, however, it is food for thought for those interested in online marketing, popular celebrity figures or cosmetic surgery:

A new trend was recently announced in an online press release that touted shoulder liposuction as the new 'in'. Patients, they say, are trying to achieve the skinny shoulder look like celebrities such as Madonna and Kiera Knightley.

When questioned, a popular plastic surgeon in California said that using his past consulations (that number in the thousands) as a heuristic, not one patient has ever inquired about shoulder liposuction, nor does he expect to hear such requests in the near future.

What do we make of such headlines then?

Is this the marketing company of a spot-reducing surgeon playing games? Is this the press trying to make the general public feel more self-conscious about their upper body? Or is it the PR reps of popular celebrities trying to make their clients seems all the more desirable?

Read the entire article at cosmeticSEO.com's plastic surgery marketing blog - "Celebrity Trend Scams in Cosmetic Surgery Industry".