The purchase of ‘lifestyle’ enhancing therapies by purchasers such as patients and insurers is projected by some to double the level of US spending on pharmaceuticals over the coming 5 to 10 years. Health plans struggling with the balance between the ability to increase medical premiums and the escalation of medical costs have taken a tough stance on the coverage of these therapies which, in the opinion of many, are not medically necessary for most of the US population. Regardless of whether current health insurance coverage policies survive, the bulk of the spending for these agents is likely to be passed on to employers through increased premium payments or become the responsibility of the consumers themselves.