Advertising new technologies: what are the risks?

An ad for radial keratotomy states: "Read this. Then take off your glasses. Forever!" ... An ad for open-heart surgery claims: "We mend broken hearts: Very successfully." ... A neurosurgeon is described as "(someone) who has taken some of the risk out of brain surgery." ... The general public is informed that "(at our emergency rooms) under normal conditions, someone on our staff will be able to see you within one minute".