Finally Heard moves beyond the personal to examine the complex inter-relationship of the psychological, social and cultural implications of ‘Generation IVF.’ Today’s cultural preoccupation with parenting and the growing commercial focus of the for-profit fertility industry has birthed a fear-driven patient/consumer population and society ill-equipped to process reproductive failure. Tsigdinos makes clear that the disproportionate emphasis on ‘magical thinking’ and the new industry focus on 'social egg freezing' has bred an expectation of parenthood. This creates new challenges and decisions not only for women but for parents who may one day be called upon to counsel children on decisions around reproductive health.