Men have still not taken offence at the way clothing firms market clothes for an idealised body shape that the vast majority of them don't have - and it could lead to Britain sleepwalking into a crisis says a research company that was paid to conduct a survey by a marketing agency.
It's an issue that has caught the imagination of Britain's newspaper columnists, talk radio phone-in hosts and late night media pundits. Currently trending, the story has all the ingredients of a domestic news sensation that could push the middle east crisis off the front pages. With its mixture of shopping, sexual politics, celebrities and brands the story could over shadow any interest the public takes in the bloody wars in Syria and Egypt. Crucially, it involves the media itself, and puts the role of journalists and broadcasters in the spotlight again - which guarantees that the story about men's body shapes, sexual politics, shopping and the media will stay top of the news agenda for months to come.