There are plenty of things wrong with the “booth babe” phenomenon at the International Consumer Electronics Show (CES), but the biggest, most apparent thing is that it means that lovers of the male form – namely straight women and gay men – are excluded from the fun.

At CES, which takes over Las Vegas at the beginning of every year, you are sure to see them tarted up to get the people at home to buy more things that they don’t need: the infamous scantily clad models known as “booth babes” who are employed by various companies to lure the stereotypical sex-deprived nerds of the conference to pay attention to the latest $300 doohickey that is just a combination of the two $300 doohickeys you bought last year. If you don’t know what I’m talking about, just wait: some tech website is sure to make a slideshow of all the smiling, scantily-clad women in the temporary employ of the world’s gadget companies’ trade show booths before the week is over.

The practice of using booth babes has attracted controversy in recent years, though it came to a head, perhaps, when Apple accessories company Hyper used topless women covered in body paint (and their logo, of course) in their booth in 2013. In 2014, Business Insider declared that booth babes – at least of the string bikini variety – were “extinct”, but most exhibitors just put a few more clothes on the attractive young women they hired to lure foot traffic at the overcrowded event rather than eliminate the practice of employing them at all.

Now, let’s be honest: no one is going to stop using attractive, mostly-naked bodies to sell things to a reluctant (or over-stimulated) audience, and it’s been a part of CES’s culture since it started in the 60s. Instead of trying to eliminate booth babes, we should just start advocating for the inclusion of “booth dudes”.

After all, what new Samsung device wouldn’t look better when nestled in the waistband of a hot hunk’s Speedo with a six-pack background? The answers is: all of them.

When the show only offers women’s bodies for the consumer’s gaze, those that aren’t sexually interested in such a thing are immediately shown that they are different from the rest of the intended audience. They are not invited to the party. They are not worthy of being led astray by a little bit of flesh. They have absolutely no value to the purveyors of the product. When people are told they’re worthless, they tend to stay away – which is bad for an industry that is notoriously difficult for women.

So, sure, the show managers could just eliminate the use of all attractive models at the show – but where’s the fun (or the parity) in that? The real way to rectify all these years of CES booth babe gender disparity is as simple as holding an open casting call for Magic Mike rejects and hiring one or two or 200. Look at what it’s done for Abercrombie and Fitch! Well, their stock is in the toilet so maybe that’s a bad example, but you know what I mean.

The company that has a bro in just a pair of board shorts showing off how he’ll use his Bluetooth speaker at the beach is certainly going to get my business – and I’m sure all many of the straight women at CES will feel the same way. The first person to employ the “booth dude” – or “booth boi” – strategy will certainly have an edge. Sure, the audience it appeals to may be the fringe right now at a show that often celebrates its attempts to appeal to strictly straight male consumers, but anyone who can lure in all of that “fringe” business of the majority of people who aren’t straight men will win. We’re big business, and all a genius company has to do was hire one sexy person with a Y chromosome to strut for their brand.

Using cover models gleaned from Men’s Fitness (or maybe a Benedict Cumberbatch look alike) as brand ambassadors will serve more dividends over time. As women and gay men become more comfortable at CES, more and more of them will attend. That means more and more people can and will spend a little bit of time flirting with a handsome stranger who doesn’t know all that much about iPhone cases, but that’s alright because his name is Tyler and he just graduated from ASU and, no, he doesn’t have a girlfriend and, yes, he likes what you’ve done with your bangs.

Just hiring “Tyler” isn’t going to be the final victory for feminism or single-handedly fix the problem with the ratio of women to men that work in the tech industry. It’s not going to solve the objectification of women in marketing or make it unacceptable to have topless models in CES booths. However it’s going to show the world that everyone is welcome at the conference, no matter who they might lust after – and baby steps toward something that might resemble equality isn’t a terrible place to start.

And for those who can’t be bothered by high-minded ideals, I should remind you that this is about business. There are people at CES whose lust isn’t being exploited because the organizers are so small-minded and heterosexist that it can’t find a few P90X enthusiasts to hawk television sets. Unexploited lust means money that is left on the table, and that is just bad for anyone’s bottom line.