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Family, as a foundational structural unit of society, is undergoing a morphological shift enabled by scientific and technological advances that have expanded methods and pathways for reproductive success and are consequently pushing the boundaries of traditional forms. Single women and men, as well as gay and lesbian couples, are building families with the help of donor sperm, eggs, and surrogates and this “open source” approach to reproduction is creating new types of families and new types of family constructs. We highlight some of the factors surrounding this trend, including emergent product, service, and civic needs and the implications for ethnographers in industry to illuminate the stories and synthesize the trends surrounding these changes