For decades Sports Illustrated has tarnished its reputation once a year with a swimsuit edition, with very little actual swimsuits, and the newest gimmick is being called out for its hypocrisy.
This year, in addition to the scantily-clad models, Sports Illustrated is featuring women wearing nothing at all - strategically posed with words of the model's own choosing scrawled across their bodies.
It's supposed to be an empowering, pro-woman message but Daniel Weiss of Brushfires Foundation says it's still soft-core pornography.
"The whole point of Sports Illustrated Swim Suit edition," he says, "was to inspire lust."
So it's absurd to witness Sports Illustrated, after years of exploiting women, he says, to suddenly "flip the switch" and claim they are empowering them.
Olympian Aly Raisman, recently in the news as a victim of gymnastics pedophile doctor Larry Nassar, is one of the models. She says it's her way of pushing back against those who blame a woman for her own sexual assault.
"It sends a really important message," she has said, "that women do not have to be modest to be respected."
Weiss responds that Raisman is both right and wrong, because women have an "inherent worth" that doesn't depend on their sexuality. However, he adds, modesty is important, too.
"We don't cover the body because it's bad. We cover the body because it's so very, very good," he says. "And we protect the body and the person from exploitation from those who would look at it wrongly."