no its not its doesnt hurt them at all . all u have to do is keep flipping there ears u know how people will lay the ears back on theyre dogs do that. kinda like flipping them inside out. u have to do it alot but it starts eaither breaking the small nerves and cartiledge or stretching it so that the ears get used to flopping. i always straighten my min pins back becasue i dont like her ears flopping so i just stand them up when i see them flopping that way they dont get used to being like that but as u can see she like to flop her left ear more so it kinda does it on its now.