Breast implants don’t seem to be the territory of women any more in the US. Men too have begun to go for them more and more.

When weightlifting or dieting doesn’t help, people of course go for steroids and human growth hormone. But when such strategies fail, they seem to opt for plastic surgery. It is a culture that enshrines physical perfection after all.

'Location is everything,' says Bill Hayes, a lifelong bodybuilder and writer on health and medical issues ('The Anatomist'). 'And in the landscape of the body, the chest is prime territory. Think about it: It's at the top of the trunk; it protects and covers the heart and lungs. It's a great spot for a head to rest on.'

Pectoral implants, although still a niche product, are growing in popularity: 409 procedures were performed in 2006, according to the American Society of Plastic Surgeons, a 99 percent increase over the year before.

There's a stigma attached to them - the feeling that men who go that route are lazy or excessively vain - but those who buy the implants contend that the psychological benefits are substantial, reports the San Francisco Chronicle.

'It's such a confidence booster,' says one San Francisco massage therapist who got the implants two years ago as a 40th birthday gift to himself. 'I walk a little taller now. And of course you want to buy every tight white T-shirt. It's crazy!'