Men willing to give up sex for a 50in TV

Este artículo habla por sí mismo. Sin comentarios. La parte más relevante:

"[...] Contrary to the popular belief that men would do just about anything for sex, nearly half of the male respondents would be willing to take a vow of celibacy for six months to get a 50in plasma TV, compared to 35 per cent of women.[...]".

Mi pregunta es, a quién se le ocurren este tipo de estudios? Y, sobre todo, quién los paga?
http://www.vnunet.com/vnunet/news/2209277/half-uk-men-give-sex-50in-tv