In a culture obsessed with image, it's only natural that someone with a product to sell or a cause to celebrate wants to put the best possible foot forward.

Or, in this case, the best tooth forward.

In an effort to change the reputation of the much maligned root canal, the American Association of Endodontists has released results of a study that show that Americans wrongly think root canals are painful.

Are they kidding?

The AAE suggests that the root canal is actually a wonderful way to not only relieve — yes, that's right, they said relieve — pain but also to save a natural tooth.

Root canals, in which a dentist makes a small opening into an inflamed or infected tooth and cleans and disinfects it, are saviors of 17 million natural teeth a year, the AAE said.

"We have made massive strides in the past 15, 20 years," said Dr. Sandra Madison, an AAE spokeswoman and past president of the group, based in Asheville, N.C.

Madison acknowledged how the procedure provokes anxiety in most patients. But, trust her — that anxiety is needless, she said.

Madison said the advent of good local anesthetics and good dental techniques — such as improved magnification — in recent years has helped make the procedure nearly painless.

Really?

Yes, Atlanta resident Paula Lousteau said.

In fact, a root canal about four years ago was a great relief to her. "By far, the pain I was in before was worse," said Lousteau, 31. "It was the most painful thing I'd ever had."

In contrast, she said, the root canal was no worse than getting a cavity filled.

Madison wholeheartedly agrees, saying people worry needlessly. "They've heard horror stories that just aren't true," she said. "Nine out of 10 are pleased with the experience."