The demand for surrogate motherhood is created largely by a diagnosis of female infertility, although a woman need not be infertile in order to employ a surrogate. Factors contributing to the popularization of surrogate motherhood and other reproductive technologies are both medical and social. The open programs provide participants with a biographical sketch outlining the motivations of the potential surrogate or couple for pursuing surrogate motherhood. Surrogates and couples are initially introduced to each other after the program's psychologist has matched them according to similar interests, hobbies, personalities, and phenotype. Advertising copy is carefully worded to attract or target the select group of women who will ultimately choose to become surrogates. Programs reiterate that the surrogate has been entrusted with an enormous amount of power and responsibility. Programs also facilitate a surrogate's desire to part with the child by emphasizing just how crucial her contribution is to a couple's future happiness.