I think the only people that propogate 'size zero' are women themselves. I've never heard a single man say 'ooh I love my bird to be a bag on bones'. Simarly, men's magazines don't show us skinny 6 stone women, they are all 'voluptuous' to say the least as thats what the male market says we want. Conversely, womens magazines are full of skinny women, it's almost as if they don't want to alienate their readers with women who have figures that are unachievable, and would rather promote 'skinny' as something all women can achieve via the latest fad diet etc etc.