Intimate cosmetic surgery?

What's the big thing with so-called vaginal rejuvenation surgery?  I'm watching late night TV and all of a sudden I'm seeing ads for labia reconstruction (making them smaller or larger).  Even the vaunted New York Times is getting in on the act.

I can understand cosmetic surgery on breasts, noses and more visible parts of the body.  Mind you I think it's silly most of the time, but I can understand it.  But to cut something so intimate, with so many nerves, that only a couple of people are going to see just doesn't make sense to me.  It's like me saying I don't like this little bit of skin on the bottom of my penis, or the way it curves.  If it doesn't hurt or interfere with sexual pleasure, who cares? 

The female body is a beautiful thing.  Big lips; small lips; they're all wonderful.  The wide range of shapes and sizes that women's vaginas' come in is one of the things I like about porn.  I don't understand wanting to change that.