>> that is absolutely right. it's a published article about 40 years ago that was able to show that there is this condition called popsicle pe nin u light tis. kids sucking on that lose their fat. 40 years later the same technology was basically created to simulate what was happening there. >> i have to admit, there were some men floating around our studio that said that's really fascinating. they admitted to me. why is this popular with men? i'm reading more men are doing it than ladies? >> given our culture men are beginning to realize that it's important to look good, whether to remain competitive in the workplace and what's great about this technology is that this is something men can do during their busy schedules. so they can come in during their lunch hour, get the treatment and go back to work and they don't have to take the time off. >> that's great. dr. ariel ostad. a lot of skeptics. you've seen the before and after. >> thank you so much.