Returning to Freud's theory of universal bisexual responsiveness, Simpson also 'outed' what he saw as the homoerotic subtext of masculinity itself. In particular, Simpson analysed the way movies, ads, pop music, and bodybuilding, had replaced 'real' masculinity, if it ever existed, with something 'sexy and simulated'. In his chapter on Marky Mark and his (then) recent Calvin Klein ads, Simpson argued that the rapper's appearance on billboards in Times Square and on the side of buses 'in his prime and in his underwear', grabbing his 'package' to shift product, graphically demonstrated how the commodification of the male body – 'and gay men's love for it' – had become 'eyepoppingly' mainstream.