The days when the sex industry believed only women were in desperate need of self-pleasuring aids appear to be long gone. Nowadays when one walks into a sex shop, aisles offering male masturbation tools are just as bountiful as those catering to women. At least in Japan.

Seven years after Koichi Matsumoto left his car salesmen job to start "something that hasn't been done before" and launched Tenga "New Adult Concept," his company has sold over 15 million male masturbation units worldwide. Simply put, Tenga has cornered the global market on male masturbation, along the way shattering conventional wisdom that men are perfectly content to do it without artificial help. To paraphrase Malcolm Gladwell in his book Blink: people don't really know what they want when the thing they want doesn't yet exist. Like artificial vaginas, for example.