No, not "false consciousness", rather I see it as a western post feminist amalgamation of hetero-norms about sexuality, femininity and consumption re-sold with a new face. Old sexist stereotypes of what it is to be sexual and feminine are re-packaged to women as apparently now offering them 'empowerment'. We can see in the west that this has back fired severely with young girls being placed under extreme pressure to perform 'sexy' at younger and younger ages. Servicing the phallus-(performing traditional roles of being the object of male desire) is a double edge sword. We know how men treat women in the sex industry so why emulate this? How is this really empowering?? Is it because women are trying to appropriate the horrible sexism they see everyday with the attitude 'if you cant beat them join them'?