I do not think that it is cruel i just went about a month ago with a friend to get her daughters ears done. i think earlier is better cause they will not play with them. my friends baby cried for a minuet and i took her around the store and found a bell she liked and she stopped crying like instantly. the only thing that bothered me is that the type of gun they used it takes the persons strength to push it through the ear and when i saw that it kinda put me off. but hey it is not my kid right. we did this at walmart and the lady was kinda old and i could tell that it really hurt the baby. but if you go to someone who has a gun that has its own power great.