Disclaimer: Most (If Not All) Images Will Have Pictures of More Or Less Clothed Females
I think http://www.actiontrip.com/comics/at_comic103.phtml illustrates the direction of analysis I'm trying to move towards. What I'm talking about here is the well-established practice of selling everything under the sun with female "attributes".
You all know how the streets of today are littered with advertisements that have girls in bikini. Selling other things than bikinis, too. And just as this reveals to us, the use of pretty girls is not limited to selling products to us men, it is also common to sell products to women like this as well. Peculiar.
I'm not going to touch the moral/ethic side of the "beautification" of advertising though. I'd like to look at the trend as a whole. So. What if we think about them games then? Almost all new-generation "adventure" games you see today seem to sport the obligatory female heroine (c.f. Syberias, Longest Journeys, Paradise, to mention a few).
If the main character is not female, however, then the player often has a pretty but feisty sidekick (SiN Episode, Half-Life 2, Broken Swords, Indiana Jones) that will take care of the advertising.
But are players complaining? I don't think so. Most SiN players I know in fact want -more- tits and seem to think people who are. In fact, with all the modability today's games offer, the effect is the following:
The real question is, what is the role of a beautiful woman in the society? All the adventure heroines seem forced, as if they didn't really belong where they are... do you need to have a flat chest to be taken seriously? What about the pretty girls, should they just flash their tits and create happiness that way, instead of fighting the mutants?
What do I know!
... 
That's not even moderately cool any more, that's sad. The tit bubble has burst.
