In the early 21st century the expansion of medicine's domain has taken a new turn. Whereas once it was the physician's role to define and treat disease, medicine now confronts the additional task of treating individuals' dissatisfaction with their identities—their bodies, moods, behaviors, social lives, and, indeed, "themselves." This process has not been entirely physician driven; pharmaceutical advertisements in the popular media now urge consumers to seek treatment for conditions that, although perhaps inconvenient, had not previously been identified as "medical problems." For example, television advertisements suggest that persons who formerly would have been described as "shy" actually may have social anxiety disorder and that a certain selective serotonin reuptake inhibitor may help them become the gregarious individuals they have always wanted to be. It seemed that in a society in which many once-deadly diseases are now treatable, we want "wellness" to mean not just the absence of disease but the attainment of whatever mental and physical states fit our idealized sense of ourselves.