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Vaginal surgeons: cease and desist!

A plastic surgeon who specializes in "tightening" vaginas has trademarked the term  vaginal rejuvenation and is threatening to sue doctors who use the phrase in their advertising.... which really makes it tough to calculate the asshole points here: is he a bigger dick for crying trademark infringement or for coining the sicko euphemism in the first place?  I'll go with the latter on this one since I'd love to see every last one of these doctors cease and desist myself...

( I hope this doesn't mean we start getting hits for people searching for  "labia" again...)