'Businessweek' Cover May Excite Readers a Little Too Much

It's not every week that a cover story about hedge funds becomes a hot topic of conversation, but Bloomberg Businessweek managed to achieve that thanks to a provocative cover on its July 15 issue.

The cover, which can you see below, appears to illustrate the difference between real and perceived hedge fund returns in terms of the male anatomy. Even the language used to promote the feature article online is suggestive.

Cover story: The strong perception vs. the limp reality of hedge fund returns | https://t.co/0iu8wkoTzz

— Businessweek (@BW) July 11, 2013

"The cover highlights the macho mythology of hedge fund managers, whose returns over the past decade have lagged behind the S&P 500," Josh Tyrangiel, the editor in chief of Businessweek, told Mashable in a statement. "Yes, we're making them the butt of a joke; we're pretty sure they can take it."