We assume that ears have the same basic shape. That's why it can be devastating for some whose ear shape is not normal.
Surgery can fix that, but a new procedure called Laser Assisted Cartilage Reshaping is an option for those who want to avoid surgery. It uses laser energy on deformed ear cartilage to eat the tissue, then an ear mold helps heal the cartilege into its preferred shape.
The American Society for Laser Medicine studies so far show the ear keeps its new shape a year later, which is as long as they have been testing this.