Why do I care? Because Krupp uses faux feminism to promote it: “It is the ultimate feminist statement for us to be able to look great and to beat the system in this youth obsessed culture,” she says in her Youtube video, after swinging a Le Mystere bra over her head and shouting that it will “lift you higher than you have ever been lifted before!” If by beat the system in this youth obsessed culture she means cave in to ageism at any cost, including Botox, her definition of feminism needs a serious makeover. This is the same chop logic that posited “Desperate Housewives” as a feminist breakthrough for presenting women in their 40s as attractive—because they look like women in their 30s.

There’s a sociology project lurking in the New York Times paperback bestseller list Krupp landed on this summer, joining these women’s titles: Skinny Bitch, Hungry Girl: 200 Under 200, What to Expect When You’re Expecting, Naturally Thin, and Cook Yourself Thin. Enjoy your pregnancy. Then work on your diet, fatty. And while you’re at it, decline to age. By comparison, finance expert Suze Orman (at #3) looks positively progressive for writing a bestseller that isn’t about the flesh. (For the record, the suggestively titled Cook Yourself Thin does not involve cooking or eating one’s own body parts).

I see nothing wrong with a book about age-appropriate fashion and makeup, but I’d be more inclined to read it if it weren’t delivered as an insult. With its reproachful title and a subtitle that invokes the timeworn women’s magazine credo that aging is a personal failure that requires a lifetime of uphill remedial labor, this is one for the “You’ve Come a Long Way, Baby” files.