Opinions?

What are your first thoughts on this?
I first heard of this through a blog I follow; http://backpackingdad.com
I thought, he must have it wrong. Its probably to prevent nippiness. Apparently not. The tag; "Push up Triangle" kinda threw that possibility out. I know A&F will once again be making major hay (check out their adult catalog photo shoot if you want to raise your temp a few degrees, NSFW) out of sexiness, but for the under 12 set... Thats a bit much.