We should be thinking about ethics in our new, exciting world, but for the most part, we tend to make decisions about ethics via popular consensus. Even if some of us might be vocal about this being a bad idea (ethically, or otherwise), if the majority are seeking it out, it's still likely to happen.
We should've started this discussion a good long while ago. But yes, we had better get on it. The gap between the haves and have-nots will widen exponentially with technology like this.
What’s more interesting to me is how to control/license the providers so their augmenting devices don’t include marketing BS, or don’t mess with user’s motivation to sue the provider.
In essence, you can't easily put the genie back in the bottle, so it's better to decide what you're going to do with the genie before it's out.
What make you believe that the technology is centuries off?