My wife states this each time she wears uncomfortable shoes that look great... Most sensitivity from bleaching comes from dehydration of the teeth. Many people are not affected (most teeth whitening patients report zero discomfort), but some ARE and it can be very painful. Normally, within 24-48 hours the teeth rehydrate and all is back to normal, but with whiter teeth. Most treatment is palliative, meaning just treating symptoms. The "cure" really is just time... I am not a great fan of BriteSmile, as I think the results are hit and miss. The pain may not be worth the result. I think other methods, especially "Deep Bleaching®" or "KoR® Whitening" has great results and would be worth the pain.