Because sexuality can be a very powerful thing - it's pretty safe to say that, as the old argument goes, if Lara was called Larry, the Tomb Raider games wouldn't have been nearly as popular.
Sexy can also be cool, and if people think something is cool and their friends are doing it, they'll be interested in it too - Lara was designed to capture the imagination of men in a strong sexual way and when it comes down to it, men can be pretty weak when it comes to obeying the boss downstairs.
Edit - whoops, mis-read your reply, thought you said "why". Would I buy a game for tittilation? No, real porn is much better. I'm only pointing out the apparent theory behind it.
Sexy can also be cool, and if people think something is cool and their friends are doing it, they'll be interested in it too - Lara was designed to capture the imagination of men in a strong sexual way and when it comes down to it, men can be pretty weak when it comes to obeying the boss downstairs.
Edit - whoops, mis-read your reply, thought you said "why". Would I buy a game for tittilation? No, real porn is much better. I'm only pointing out the apparent theory behind it.
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