The question of the influence of commercialism in medicine is often put in terms of how the money factor influences the actions and the judgments of the individual physician—just as in the culture at large there is and has always been the question of sacrificing personal moral values for financial gain. But it is necessary now, perhaps especially for physicians and others who are presumably operating in the “market-free zone,” to put the question in an even more intimate way. The question becomes to what extent does the pressure of financial gain influence perception itself in the clinical setting. To what extent do the pressures of commercialism block or interfere with perceptions of fact and truth in establishing diagnosis, in projecting methods and strategies of treatment, and in assessing the medical, psychological, and moral needs of the individual patient? To this extent, it is not so much a question of physicians making intentional, self-serving decisions. It is a question of physicians unconsciously making such decisions based on perceptions and processes of judgment subconsciously or semiconsciously governed by the monetary considerations that have permeated nearly every corner and pocket of the contemporary culture.