"in Europe they're considered "natural"

That is because when a majority of people exhibit certain traits, those traits do not constitute aberrance. Marketing, Pharma influence & FUD peddling can make a majority feel singled out. Fear & consumption 101.

Assuming ADD is real (and I strongly believe it is), that doesn't imply that the only alternative to medication is denial. In the US, besides Big Phrama, I think another big reason we reach for the pillbox is because it's a simpler and cheaper "solution" than trying to teach hyperactive children to better manage themselves and having other contingencies in place for when a child is not coping well.

I believe ADD is an umbrella diagnosis for a number of related/unrelated symptoms we do not fully comprehend, or want to comprehend. I'm sure nobody's brain reacts the same as any other, so 'imbalance' can easily be misconstrued to include everyone, not just extreme cases. It is an easily marketable diagnosis requiring little effort(patient's prerogative) and profitable returns(healthcare provider's prerogative).

I strongly agree with 2nd point, personal accountability and good stewardship/parenting are lost values in the western world. Our youth are bored and brainwashed by the media...I was too. We're constantly reminded we are 'special'(individually, just like everyone else), we can buy happiness/solutions to our problems if we have the latest/greatest (*) and 'Not my kid' is almost a national anthem. Perception is everything & it too is easily manipulated by selfish and external influences. I too am impressionable and find much of marketing insulting, sometimes assaulting. That's why I do not watch commercial television and browse the Tubez w/ AdBlock & NoScript...I am startled sometimes when I browse without them, it's a completely different experience.

edit: reworded last two sentences