Might that not look like Cognitive Behavioral Therapy? Not "reprogramming," as such, but it also manages to avoid the ethical issues inherent in literal reprogramming of a sentient being's mind.
I'd argue that it *is* reprogramming. Just the voluntary sort. I've endured[1] rounds of both CBT and exposure therapy, and am glad for it. I got kicked out of the programme due to my shitty insurance company[2] only halfway through, and I should have kept up with the exercises better, but it was the kind of reprogramming that *I* wanted, and since I gave absolutely full consent to.
[1] I say endured, 'cos it sucked. I knew I needed it, and when it got to be too much where I had to retreat and take a Lorazepam, I could do that without losing it too much. But all in all, I'm glad I got some reprogrammers to work on my mind, even if it was difficult.
[2] Not only did they cancel my policy the next month, without appeal because my payment was registered as 2 days "late" (wonder how fucking long it was sitting there), they refused to pay for about $10k US that had previously been approved when I entered the programme. In fact, they knew exactly what it would cost from the beginning, but they fucked me, and I couldn't afford to sue them for the kind of money that means that I'll never have to work again.