This summer, in what some may consider the end of civilized society, mainstream drugstores started stocking the 4Play vibrating ring - a battery-powered, next-generation, "pulsating" condom accessory.

And to think that only a couple of years ago they hid regular old rubbers behind the pharmacy counter.

"There is an overall demystification of the sex industry going on in the country," says Carol Carrozza, vice president of marketing for LifeStyles, the brand behind 4Play.

Those who fear for our collective innocence needn't worry: Condoms have been out of the closet before.