"Get the sex you deserve."

That's a line in an ad that Sociological Images interprets as "the idea of the entitlement to good sex." Yes, of course, it must mean good sex. What ad would insinuate that you deserve rotten sex (though surely it must prompt such thoughts in the minds of some insecure readers)? But does the line reflect the belief that one is entitled to good sex? It's part of an ad that advises men to use a time-consuming, considerate sexual technique that inherently deserves reward. Whether you generally deserve good sex or not, you probably do if you go to all that trouble.

Be that as it may, Sociological Images examines the sense of entitlement to good — nay, awesome — sex:

I wonder when, in American history, we decided we were entitled to awesome sex. I can’t imagine that pioneer husbands and wives, after spending all day trying to not to die (whether it be that day or that winter), and laying on a straw mattress next to their six children in their freezing/sweaty one-room home, felt pouty if their sex wasn’t mindblowing. The entitlement to great sex, then, must have come later (at least to the regular folk). I would bet it had something to do with capitalism and the commodification of pleasure, generally, and sex, specifically. After all, how do you get the sex you deserve? Well, you buy the right products: whether that be, for example, diet- and exercise-related products, cosmetic surgery, or sex toys.

So capitalism is what makes people feel entitled? I thought the opposite of capitalism — the welfare state — was what made people feel entitled. If people really think they need to work so hard — dieting, exercising, submitting to surgery, using tools* — to get sex, wouldn't that be the opposite of entitlement?
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* Why are they called "toys"? Is it because "tool" is commonly used to refer to the body part? It would make more sense to call that a "toy," and the supplemental implement a "tool." So, with this post, I'm recommending that the term "sex toy" be changed to "sex tool."