The Price Might Make You Blush

Embarrassed London workers are queuing up to save their blushes with an unusual operation.

Anthony Mitra, a director at Highgate Private Hospital in London, said Wednesday that one person a day was going under the surgeon's knife to stop blushing.

"There are a large number of people in high-powered jobs who feel disabled by blushing because it gives the impression that they are very sensitive or have been offended by something," he said.

"This is a signal which some people don't want to be transmitted and because of the nature of their job or other circumstances want it concealed."

The $5,700 operation, which Mitra says is being performed once a day by his team of surgeons, involves removing nerves at the back of the neck that cause people to blush.

The treatment is permanent and according to Mitra does carry the risk of side effects.

"We have a process of consultation before the operation to make sure the patient is fully aware of the risks," he said.

The surgery has been criticized by Pam Richardson, chairman of the ethics committee at the UK College of Life Coaching.

"It's a fairly drastic solution for something which could be dealt with perhaps less painfully both physically and financially," she said.

"Coaching can help people overcome their weaknesses and avoid being embarrassed at crucial moments."