No More NHO!!!

I just read that an environmentally conscious Japanese firm has just come out with a heated bra. Apparently, this thing was invented to cut down the costs associated with heating your home, car, etc...That's right ladies, no more embarrassing nips peeking from under your winter wear. Sorry fellas. So, here's my question to all you girls, have you ever just thought to yourself, or maybe said out loud which you regret later, "Man, my tits are freezing!" I think as long as the girls are covered, I've never had to complain of frost bite to the nips. Do you think this is a problem with some folks? Do you think anyone has ever been a victim of overly cold boobs? I can understand heated socks, hats, scarfs, ect..but a bra? I mean honestly, who comes up with this stuff?