News reporting on reproductive medicine has historically been shaped by the profit-driven fertility industry. That is now changing. In recent years I’ve joined others in speaking out about the lesser known impacts of fertility medicine. In doing so we hope to highlight the challenges inherent in transitioning away from the once hopeful days of trying to conceive. With greater understanding of the trauma that accompanies fertility treatment we hope to achieve reform and better oversight of the fertility industry. We also want to shed light on the emotional and social difficulties that accompany infertility. In doing so we hope to make it easier for the patient/consumer facing difficult decisions so that they are better equipped to accept a life different from the one many once envisioned.