Marketing to board room dummies !

In a leading business weekly, I found an interesting adv.

Shirts and ties for executives, that have liquid ammonia coating to protect UV rays falling on the skin of the executives.

Innovative ???

Look at the end users - tie wearing executives !

How they move ? AC Cars with tinted glass !
Where they live ? AC houses !
Where they work ? AC closed offices !
Where they play ? Golf in a golf course. But they do not wear formal shirts and neckties to that.

Now, why would these people need protection from UV rays ?

Whats next innovation ? Breast Enlargement for men ??