because they're convinced of their profound impact on the quality of their patients' lives. With a few relatively simple procedures, like porcelain veneers, for instance, which Lowenberg and Lituchy are especially keen on, clients can not only improve their smiles but shave years off their appearance, as well.

"There are patients whose teeth I did 10 years ago, and every time I see them, they tell me how much they still love it," says Lowenberg. "There was one woman I did who was in her 40s and had never been married. And about a week after I did her teeth, she walked into this bar and the bartender fell in love with her. They got married and now they're as happy as can be.

"It wasn't the teeth that got her married," Lowenberg concedes. "But she must have felt better about herself. Maybe she was more engaging that night. Maybe she didn't sit there sulking because she didn't want the bartender to see her teeth."

Lituchy's stance is bit more scientific. "When you smile, there are endorphins released in your brain," he says. "I'm serious. It's like a positive reinforcement—it makes you feel good. The act of smiling effects the release of serotonin or some other chemical transmitter, which actually then makes you feel good."