Competition will pressure most everyone to upgrade genetically. Some will do it for utilitarian purposes (specialized jobs), some governments will do it for their purposes (super soldiers, compliant citizen/subjects), and others will do it to express themselves (letting their freak flags fly).
Look what some people do voluntarily (FYI, this is a male):
I was going to say.... Have they walked down Hollywood Boulevard lately? That ain’t Global Warming(TM), that’s plastic surgery.
One wonders what sort of competition pressure induced this.