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In her famous utterance, Juliet asked, “What's in a name?” Many of my patients do not distinguish between preinvasive and invasive cancer and misjudge the clinical implications of the term “ductal carcinoma in situ” (DCIS). Investigators speculated that describing DCIS without using the term “cancer” makes women more comfortable opting for noninvasive approaches over surgery. A total of 394 healthy women without histories of breast cancer were presented with three vignettes in which DCIS was described using the terms “noninvasive breast cancer,” “breast lesion,” or “abnormal cells” (treatment options and likelihood of developing invasive breast cancer or death were identical). Women then chose among surgery, medication, or active surveillan…