I don't think he'll sell many ice vests to women - they always seem to feel the cold. The women at work are always rugged up, while the guys (ok, all the guys do a lot of exercise) are mostly in shorts and t-shirts. In bed, my wife has a couple of duvets on, and I'm on the top of the bed with nothing on, sweating away. Maybe, based on the theories in this article, women would find it easier to lose weight if they let themselves get cold. But they already are.