Is it really that serious?!?

This picture raises so many questions for me... but the main one is IS IT REALLY THAT SERIOUS?
In case you are wondering why these women are wearing GAS MASKS during a seemingly routine visit to the salon, it is because of the recent controversy surrounding the popular (and expensive, costing $200-$500) Brazilian Blowout.
Turns out the treatement exposes clients and stylists to Significant Levels of Formaldehyde.
Chemists at the Oregon Occupation Heath and Safety Administration and the Oregon Health and Science University's Center for Research on Occupational and Environmental Toxicology tested a sample from the complaining salon and from other salons in the area. They found that the samples contained significant levels of formaldehyde, even though the product was labeled as formaldehyde-free.

Ok.....time for my second question. WHY ARE WOMEN STILL SEEKING OUT THIS TREATMENT?

"I would just like to be able to wake up, do my hair without a problem," Mansour, a resident of New York's Long Island, said. "I don't want to have to wait a whole half an hour, flat-ironing, pin curling, blow-drying, relaxing."

 Thoughts?