I mean, just when you think they've already thought of everything, someone comes along and thinks...the unthinkable: a bra for men. One that men are actually buying. One that doesn't seem to be, in the tradition of the 'bro' or 'mansierre' of Seinfeld fame, designed for men with copious moobs. It seems to be for regularly-proportioned men. Who crave wearing a bra.