Inappropriate "THO"

You have to be blind, deaf and dumb not to know that men find nipples that are, "at attention," sintillating. So, if it's a picture in Hustler, fiiiiiine. But I just can't come up with a good reason for female store maniquins to have erect nippes - especially if females are the target consumer. My friend was recently shopping for a thermal snowboarding shirt online, and the maniquins all had erect nipples. She made a comment about the maniquins being "cold," and sent a link to her husband...he didn't get the joke. Check it out for yourself:

What exactly are they trying to sell? And to to whom? When I'm shopping, I certainly don't think to myself, "oh wow, that top looks so cute with hard nipples - I should definitely buy it for the next time I'm too lazy to carry my jacket when I go out."

Is this intended to appeal to some subconscious need women have to feel sexy? Is it supposed to appeal to men that are shopping for their wives or girlfriends? Is it a stupid joke that the undoubtedly male maniquin-makers play because their job sucks? I'm truly perplxed...and very tempted to create a line of obviously "excited" male maniquins and place them in men's clothing stores. Something tells me this wouldn't be met with the same calmness as the erect nipples...