Some women will have this blissful experience and rightly so: For people who want babies and are prepared to have them, finding out you’ve conceived is probably the best news you can get. Yet fewer U.S. women are having kids than ever before , and in 2018, the idea that every woman will be overjoyed to discover she’s pregnant feels stale. What of the women who really want but never get that positive sign? What of the women who want children but simply can’t afford to have them? What of the women who simply don’t? Over 40 years have passed since the first FDA-approved home pregnancy test hit shelves, and yet in all those decades, advertisers don’t seem to have adjusted their expectation that motherhood is the end-all, be-all for every woman.