The article was a little hand-wavey on the details about comfort. But to you hypothetical. Say that instead you tell him (assuming a straight guy), that it's great way to meet women and, oddly enough, get exercise. That might convince him to attend at least one. After auditing, he might like it.
The field has an old rep. Some of it's earned. It's changing now. People are operating from old information. Correcting this information, by means of targeting marketing, might be a good thing.
Now I do see benefit for keeping the view around if it means less workers and therefore a higher wage for me, :).
