Sex Sells

I thought I had seen it all when it came to sex sells until i picked up my newest Sports Illustrated magazine. In there was a add for PEAK antifreeze and coolant for automobiles. Danica Patrick, a woman Indy Car Driver is holding a bottle of this stuff and a headline reads: When you peak, you win. Could these company's get any more blatant when it comes to using sex to sell their products? I mean isn't there a way to see your products other than with sex. What does sex have to do with antifreeze and coolant? Absolutely nothing. I know this is probably a touchy subject but, I wish woman athletes wouldn't resort to this kind of advertising because they are using their bodies to make money. I feel like this is a big reason why woman's sports or woman in sports aren't taken as seriously as male sports or men in sports.