I wouldn't say I am profoundly disturbed when someone fakes their eye color. But it is definitely in a different category to me than makeup, false eyelashes, or even a wig. Most women improve their appearance with an artful application of makeup, especially as they age. False eyelash use is very common in American women. Wigs not as much. But when someone changes their eye color it signifies to me a rejection of who they really are and a desire to present a false image - not just an enhanced image which can be achieved through makeup.
And what is wrong with brown eyes? Is there a not so subtle view perhaps Aryan view that blond & blue is better than brown?