The same can be said about make up, hi heels, botox, and other kind of plastic surgery. It is a service to assist in the cover up of a 'perceived' flaw. Can that also be called deception, regardless of how permanent the solution is ?
As for the permanent measures you bring forward, it's not like even modern and progressive societies aren't still split on purely esthetical beauty surgery. But then again that's an odd example because that's people's own choice and permanently changes their own looks so I do not really see how that really relates to the service debated here.