We would retouch to show only the best versions of ourselves. We wouldn't over retouch although it is done by advertisements sometimes. I believe retouching is ethical if it is said that it is retouched so there are no societal standards for people to look a certain way. I believe when a person does not look like themselves anymore, or the retouching changes permanent characteristics such as eye color or body/face shape, and it is drastically noticeable then it has gone too far.