This turns a potentially liberating sexual revolution into yet another marketable consumer product that hypnotizes people and is creating new health and sexual problems around libido, rather than setting them free.

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Today's talking and touching therapies for couple's sexual problems are largely based on her ideas, just as the development of Viagra and its ilk owe much to the physiological research of Masters.

ECONOMIST: Sex pioneers in America

Mr McFarlane, a Bristol relationship counsellor, worked for the Avon branch of national charity Relate but was sacked for gross misconduct in 2008 after saying on a training course he might have an objection to discussing sexual problems with gay couples.

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