The door ritual went like this: heels tight against the wood, the ruler placed horizontally on her head, her mother's instructions to "stand up straight," the pencil moving back and forth.

"Look, Ellen! I think it's a little bit higher," her mother would say as the ritual continued.

"It looks the same," Ellen would answer.

"Well, I think it might be a little higher," her mother would offer hopefully.

But over the years, says Ellen Frankel, the pencil mark never got higher, only darker.

Frankel stopped growing at 4-foot-8 1/2 — her insistence on that extra 1/2 a telling detail. Height not only matters, it's also the source of a prejudice so ingrained that it's rarely noticed, says Frankel, the author of a new book called "Beyond Measure." Heightism, she says, is "the last acceptable prejudice." People are forever patting her on the head and saying things like, "I can't believe how short you are."

A determined tall person is often admired, Frankel points out, but "a determined short person is often said to have a 'Napoleon complex."'

It's no surprise, then, that parents of short children are tempted to get their doctors to prescribe synthetic human growth hormones, even for children who are not hormone deficient. In other words, Frankel says, the drugs are being prescribed for healthy children who happen to be short.

There will always be a certain percentage of children on the short end of the bell curve, even if the average height in America grows taller. So, hGH will be a "growth industry" for pharmaceutical companies, Frankel says, with a new batch of relatively short children providing a constant source of patients and profits.

In 2003, the Food and Drug Administration approved the use of hGH for healthy children with an expected adult height of less than 5-foot-3 for men and 4-foot-11 for women. It is also sometimes used "off-label" for other, taller children.

"I would never blame parents," Frankel said in a recent phone interview from her home in Massachusetts. "My point is that we're moving into a very dangerous area when the government sanctions a potentially dangerous treatment for a social prejudice." As she writes in her book: It's a journey that "starts with 'enhancement' and ends up with eugenics."