Social scientists working in the fields of fertility care, reproductive medicine, medical sociology and health studies.Available Open Access digitally under CC-BY-NC-ND licence. This book delves into the complex and controversial realm of fertility care. It analyses the clash between evidence-based medicine and market dynamics in fertility treatments, with a unique focus on "add-on" treatments. It reveals how these contentious treatment options are now common practice and how they lead to an emerging market for hope. With an interdisciplinary approach, this is an essential resource for readers in the fields of science and technology studies and medical sociology.