Are they trying to prove to themselves that they're not bothered about it? That they're happy with their bodies? I'm sick seeing people like Kiera Knightley and Milla Jovovich putting their tiny chebs on display. They're ugly and merely detract from other, more attractive attributes. Seems to me that they hate their bodies (or at least their lack of cleavage) and this is some attempt to overcome their insecurites, by displaying them at every turn. Well... please stop it, it's not big (ho ho!) or clever.