Societal influences have resulted in a shift of diagnostic medical ultrasound, particularly prenatal ultrasound, from its roots as a diagnostic medical tool to the public domains of marketing, entertainment, and the contentious abortion debate. This article examines the impact of ultrasound on society and society on ultrasound by using prenatal ultrasound screening as the catalyst for the discussion. Ultrasound is a powerful tool that has redefined pregnancy for most women in the United States. The medical benefits of ultrasound notwithstanding, the woman's emotional experience in the examination room, as has been closely examined by social scientists, often transcends the diagnostic outcomes; a consideration that must be recognized by the sonographer or sonologist. The trivialization of ultrasound in the mass media further jeopardizes the integrity of the ultrasound technology by creating unrealistic expectations about the nature of the examination. Through patient and community education efforts with regard to the nature of the ultrasound examination and the process of obtaining informed consent, the diagnostic ultrasound professional can safeguard patients and the general public from technological exploitation.