CarnalNation

It would seem logical that bigger sizes would have bigger price tags. British retailer Marks & Spencer thought so, too, when they added a £2 ($3) surcharge for bras with cup sizes greater than DD. The increase was meant to cover the extra cost of wider straps and better support. However, the more endowed ladies of the United Kingdom were not amused. Beckie Williams, who herself wears a size 30G, nearly fell over from the shock - if not the imbalance. With her knickers in a twist, Williams turned to the Internet, specifically Facebook, to rally the troops and burn some bra prices. She launched a group called Busts 4 Justice that condemned Marks & Spencer's surcharge as "criminally unfair" and urged "busty ladies" to "join forces to end this blatant discrimination." More than 13,000 people responded, signing a petition that has convinced Britain's most well-known retailer to undergo a reduction in prices. "I'm absolutely delighted on behalf of all of the women in the group," said Williams. "We have had 13,500 people join us to support us in this cause, so it's absolutely fantastic."

Marks & Spencer launched a national ad campaign, with the headline "We Boobed," to annouce the price reduction (see right).  A spokesperson said: "We've heard what our customers are telling us that they are unhappy with the pricing on our DD-plus bras and that basically we've boobed. From Saturday, the store's bra prices will all be the same, regardless of size. They'll still be made to the same high standards so you get the best support on the high street." So if the surcharge was a bust, the new ad campaign should bust out all over in sales. Next season, we bet all bra prices will go up by £2. In retail, it's always about tit for tat.