Recently, bioethical discussions have been challenged by the realisation of numerous practices that appear to have circumvented all discussion. Perhaps the clearest example as regards the commercialisation of human life is the recently publicised Ron’s Angels website [http://www.ronsangels.com]. This company has been organised to target infertile couples, people who are having difficulty in finding a suitable partner, and those who simply want to buy a more advantageous future for their children. All donors are physically attractive and other characteristics are tailored to suit all kinds of interests. Save for exceptional physical appearance, the only other characteristic that is common to all donors is their remarkable health and/or genetic condition. Customers are invited to bid for both semen and ova from the most attractive of ‘donors’, which, like any other auction, go to the highest bidder. The way in which Ron’s Angels uses reproductive technology is uniquely overt in its interest to create lives that are socially desirable. Indeed, in the welcoming statement of Ron’s Angels, it is made clear that the service wishes to provide attractive, intelligent, and genetically perfect people; thus making explicit what is to be recognised as a valuable life. Identifying beauty as an immeasurable asset in society, Ron’s Angels claims to be merely perpetuating the values of contemporary society and is thus, morally acceptable. Whether or not trading on Ron’s Angels do guarantee a perfect child, it offers the opportunity to increase the odds of achieving the (re)production of a wonderful life. This kind of price-tagging on human life brings into question what it is that is so repugnant about the merchandising of life. ‘Is it just a matter of the price’, asks whether of central concern is the price that is put upon life or that life itself should not be deemed a product to be sold. It is argued that our dislike of such extreme practices is really reflecting our concern for exploitation rather than for the selling of such things at all.