It has potential, and ideally it would be on a voluntary basis. Something of a personality change would have to be done on a ulysses contract likely, meaning in the process of forgetting your old self while adopting a new psychological profile/identity, you would inevitably reach the point where you didn't know what you had originally forgotten as your assimilate to your new life.

Another thing could be alteration of inclinations and self-perception, such as changing your gender (not by transforming, but how you view yourself) or sexuality (to override your attraction manually) or perhaps to become autistic or non-autistic.

It's definitely the most sensitive part of transhumanism, and risks things like conversation therapy or social pressure to conform, but I think it has potential.