Shock horror: nude supermodel has dimple on thigh

Or “Kit Walker of Geelong” who asked: “Where and how many of these magazines can I get!!!”

Or maybe “Bill of Blackburn South” who wrote: “I wish i had a girlfriend with "flaws" like Jennifer Hawkins!”

Or “SHE’S SO DAMN HOT” of Melbourne who drools: “YES YES YES. WHERE ARE THE REST OF THE PICS.HOW MANY DUDE'S WILL GO INTO THE STORE AND SAY THEY ARE REALLY BUYING IT FOR THEIR WIFE'S.”

Or perhaps the charming “Darren of South Morang” who referred to his imminent Hawkins inspired sexual arousal: “It's likely to have a very positive effect on my body, that's for sure.”

The whole PC beauty shift is for so many just a hilarious bit of theatre. But there is nothing amusing in mocking or encouraging women's anxieties - anxieties which cause untold misery and suffering to so many women.

And the hypocrisy is everywhere, rising up to hit you in your flawed face.

In the same newspaper promoting Jen “flaws and all” in the banner headline on its front page (The Sunday Telegraph, January 3) were three full pages of “Best bikini bodies: How 10 celebs got the perfect figure”. And who is featured there? Jennifer Hawkins for “best overall body”.

It reads “OUR former Miss Universe easily has one of the most-envied bikini bodies in the world,” and quotes Hawkins who gives dietary advice on how to “get a bikini body quickly”. (Other celebs are given accolades for “Best bottom”, “Best post-baby body”, “Best tummy”, “Best thighs”, “Best boobs and abs” and so on.)

Women are expected to believe that enlightened advances are being made in this quite monotonous and unimaginative regime.

This has been identified elsewhere in regard to the tobacco and alcohol industries as air cover: giving the appearance of social responsibility while really not doing much at all.

Marie Claire and Jennifer Hawkins and her flaws which aren’t really, will do nothing to lessen body dissatisfaction. Because it’s not really about celebrating a diversity of women’s bodies, as advertisers in the magazines spruiking body improvement products well know.

If Frank and fellow editors are serious about the body image problems their magazines have helped create in the first place, will we see less airbrushing, less attention to the “thin, hot, sexy” cult and more real women, rather than insulting and meaningless token gestures?