Although consumers and physicians alike have long described the goal of aesthetic surgery as the production of an "improved" but still "natural-looking" body, interviews with women who had cosmetic surgery between 1990 and 2007 suggest that the "artificial" is becoming increasingly prevalent within consumers’ narratives of breast enlargement. This article explores that change in relation to processes of conspicuous consumption, the growing cultural emphasis on continual self-transformation, and the increasing normalization of cosmetic modification. Following Fraser (2003), it treats consumers’ accounts not as the reflection of "reality" or a "true self" but instead as indicators of the kinds of options, expressions, assumptions, and perspectives that are available for use in communication about cosmetic surgery. The analysis also draws on feminist writings about the social construction of "breastedness" in femininity. In so doing, it seeks to conceptualize the cultural significance of breasts that are "too good to be real."