Not, of course, without reason. Breast cancer afflicts far more women than men - claiming thousands of female lives per year compared with just under 100 men.
But the number of cases of the disease among men are growing, in part because of the rising levels of obesity - leading to many men developing so-called "man boobs", where there is much greater potential for cancer to develop.
And the mortality rates are high. It may startle many that male breast cancer now kills more men than testicular cancer in the UK - even if the figures are small: 92 and 74 respectively in 2005, the last year for which figures are available.
"Men are embarrassed about coming forward when they have symptoms for a disease which is seen as a woman's problem - that's definitely part of it," says Dr Ian Banks, president of the Men's Health Forum.
"But it's complicated by the fact that all the literature and campaigns are aimed at women - and that GPs don't necessarily see what they don't expect to see."
Rheumatoid arthritis is another case in point.
Seen as a disease primarily of women it can in fact prove more problematic in men, who do not always turn up to their doctors when the complaint starts - preferring, apparently, to grin and bear a condition which so affects physical prowess.
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