This thesis explains how veterinary surgeons keep their clients in line through a melange of fact and fiction. Originating from the intimate study of veterinary interactions, it represents theory systematically grounded in data. Veterinarians employ mystification processes to manipulate clients' awareness. Vets engage in coaching clients to suit their own agendas. These activities may be benign or opportunistic. Cultivating strategies are also explained whereby vets seek apparently friendly relationships with clients. This disguises the instrumental nature of these interactions. The research indicates that keeping people in line is a robust process evident in diverse contexts. It has obvious commercial significance and is likely to be of relevance to veterinarians, their clients, marketers, researchers and potentially to those wishing to control others in diverse contexts.