Queerty's "so what" response to the controversy around his push up bra ads is glossing over a few points.
A man can wear dress, earrings, panties and so forth and look damn good doing it. But Andrej does not have any discernible breasts whatsoever for the bra to "push up" (it is meant to be a 'remodeling' bra, not a padded one). So a little bemusement is understandable.
So he does seem an odd choice of model unless the main goal is simply to be controversial and get lots of viral coverage? In which case I guess "so what" is the best response after all.