Call it the Matthew McConaughey phenomena.

There's a skyrocketing amount of men undergoing plastic surgery to attain those perfectly symmetrical, squared-off pecs, like the Spartan warriors from 300.

While the procedure is still relatively rare in the world of body modification, there were 409 pectoral implants performed in 2006, and that's a 99 percent increase over the year before, according to the American Society of Plastic Surgeons.

"It's such a confidence booster," a massage therapist tells the San Francisco Chronicle. "I walk a little taller now. And of course you want to buy every tight white T-shirt. It's crazy!"

Meanwhile, in London, one man is upset that he can't receive state-sponsored breast reduction. Hasn't this guy considered a bra (or as they call it on Seinfeld a "bro").

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