I'm presuming it's some worthy campaign to help prevent women being forced into prostitution out of desperation due to CoL and other rapid or insidious, creeping causes of poverty. The pissed about punter in me would fantasise about it being a campaign by SPs to ensure all SPs deliver satisfying experiences where no erection was left standing and then review sites would be partially redundant; UKP would then just be a celebration of excellence and SPs would love us!