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Finding the perfect pair of jeans is a seriously arduous process for a girl, unless you just happen to be lucky enough to be the body Topshop cut theirs to. But is the best way to put a smile on your face really to show you a big close up of your rear? Shoppers at Hub Clothing in Scottsdale seem to think so. They've installed what they've cringingly titled The Butt Cam to allow their lady shoppers to check out their bums while trying on jeans. Okay, so I do check that out in the mirror before buying, but on a screen?!

Only three days on the shop floor and the new improved mirror replacement is already a hit. Just what Simon had hoped for, and you never know, this idea may spin off into another: "We're even thinking of doing a best of and putting it on DVD for the year, 'Best Butts of '08' or whatever, yeah," Simon says.

Thankfully he's either crazy or doesn't understand cameras, no one's recording these close ups just yet.