Human enhancement technologies are opening up tremendous new possibilities. But they’re also raising important questions about what it means to be human, and what is good or bad for our individual and collective well-being. These technologies are currently geared toward upgrading or restoring physical and psychological abilities for medical purposes. An application is surfacing, however, that is designed with another goal in mind: embellishing performance. Although using this technology is very much an individual choice, it nevertheless has an impact on society as a whole. An international team of researchers headed by the University of Geneva (UNIGE), Switzerland, and Oxford University has been examining the ethical issues arising from these experiments. The research, published in Nature Human Behaviour, questions and highlights the conflict between individual and collective well-being, together with the important role governments have to play.