It's not really surprising. Hetero sexual desire has been framed negatively for well over a decade, as at best exploitative and at worst misogynistic and perverted. Men told that if you want sex you're part of society's biggest problem, and women told that if you give in to a man's sordid desires you are being taken advantage of and subjugated. All we ever talk about is the dreaded 'power imbalance'.

We've removed sex from normal life as far as possible. Films can be full of violence but any hint of titillation is verboten now. Any reference to sex in normal walks of life is seen as harassment, chauvinistic or pandering to the male gaze. Our culture is influenced by global social and religious conservatism in the quest to sell media to as many markets as possible. Our own new conservatism (the so-called left wing) is just as bad.

On top of that we have the culmination of a few decades of obsessive education about STDs and sex as a dangerous act that can ruin lives. A far cry from 'The Joy of Sex' as a cultural phenomenon.

We're letting prudes and those with deep psychological issues around sex call the shots. Millennials and Gen Z may be a lost cause, but let's hope that Gen A can rewrite the rules.