Like some perverted Nike ad, Australian women are being exhorted to "Just Do It".
Observe your "wifely duties", we are told. Get down and pucker up. A quick romp in the sack? Yes! A roll in the hay? Right here, right now! A little more rumpy-pumpy? Yes, yes, yes!
The new euphemism for any self-respecting Australian woman: just put the canoe in the water and start paddling.
Men aren't getting enough, and it seems it is women who are at fault. Quelle surprise.
As sex therapist and social commentator Bettina Arndt explains in her book The Sex Diaries, many men - though otherwise happily married - are starved of the sex and affection we should all expect from our relationships.
Low libidos, long working days and onerous household chores have been cited - among other things - as reasons why some men want it more often, only to find their women cringing at their creeping hands in the bedroom.
In 2007, Arndt asked 98 "ordinary Australian couples" to keep a diary for six to nine months. They were meant to confess the very personal issue of how they negotiated sexual relations with their partner.
There were a range of responses: delightedly, some couples couldn't tear themselves apart. Sadly, others hadn't enjoyed congress for years. There were many shades in-between the black-and-white of love and hostility, like those couples exhausted by their young children but willing to steal intimate moments when opportunities arose.
But somehow in the ensuing debate, the complexity of human responses has been ignored when it comes to apportioning blame. It seems it's all a woman's fault.
This debate is founded almost entirely on generalisations, some founded on evidence - like from Arndt's couples - some on experience, some just on feeling.
Generalisations are useful but dangerous, especially when it comes to something as deeply personal and individualistic as sex. It's difficult to paint half the population with the same brush.
That said, I'm going to.
Could there be another explanation? May something less practical - and more superficial - be at play? Could male attractiveness be a problem?
Maybe, just maybe, some women shy away from having sex with their men because they're just not that into them.
They might have been once. They might still, occasionally, get themselves interested.
But maybe it's the blokes who've lost their sex appeal, their ring of confidence, and the women are too nice to say it. Once they were turned on, now they're just … not.
Let's face it, many men lose their attractiveness.
Cocooned in married bliss, well fed and watered, with someone else changing the sheets and washing the towels, they quickly go to seed. Their beer bellies swell, body parts droop, and their breath goes sour, and don't they get all of us in the mood.
How many men fret about their wardrobe? How many take particular care with personal hygiene? Many men think three days of facial growth is sexy, far more than for whom it actually is. They think an old Rolling Stones T-shirt is chic, when it's just plain shabby. And most wouldn't be seen dead in a gym, claiming it's too metrosexual, too homosexual or anything but the truth: it's just too hard.
It's hard to keep up appearances, hard to keep the crow's feet at bay and hard to keep your tummy taut. But that is what is expected of women. We are expected to keep ourselves nice, keep our weight down, do our hair, paint our faces and dress like we're not off to Coles. But not men.
And yet it's our fault there's not enough rooting?
Most women are generous in praising the virtues - physical and mental, if not emotional - of their menfolk. Few women would demand their partner visit an Ashley & Martin hair-loss clinic, for instance. Hair loss is a natural, if unwelcome, process and bald men can look hot. And which woman would insist on their fella dyeing his hair or having pec implants?
Apply that to the other half. How alluring do men find women who've lost their hair, or gone grey, or have small breasts, or gained weight, or stopped doing their hair or otherwise … let themselves go?
The debate sparked by Arndt's book, including much of the commentary about it, has framed the domestic sex war as one largely grounded in supply, or more accurately, a lack of supply of sexual services by women.
But we shouldn't ignore demand. If women are going to get "real" about our mismatched libidos, men need to get real about their sex appeal.
Wendy Frew is a Sydney Morning Herald journalist.
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