Forrester Research came out with a study two days ago that said Apple iTune sales were off as much as 65% in the first half of this year. Apple loyalists immediately branded the study a farce.

Now, brokerage Piper Jaffray (NYSE:PJC) and research firm ComScore have come out with a study of their own. Their conclusion is that iTune sales are up 84% for the first three quarters of this year compared to the same period in 2005.

Now, both studies can't be right and Forrester and ComScore are both well-regarded research firms. But, the new ComScore data has some information Forrester didn't have that helps it's case. Traffic to the iTunes website hit 20.8 million unique visitors in November, up 85% from the same month last year.

Whoops.

In the two days since it was made public, the Forrester study made headlines across the world, using increasingly hyperbolic language. Sales were "Plummeting!" and "Crashing." A corresponding furor of denials rose up across the Internet.

Forrester quickly recanted it ever made the pronouncement. Industry watchers just chuckled wryly. Note to Forrester: Information is immediate these days, guys. Loose lips can sink ships, but only if you have your numbers right as the reports from Piper Jaffray demonstrate.

When I was in high school, every cool kid had a half-a-dozen pairs of The Gap Inc. (NYSE:GPS) jeans. We'd go shopping in their stores around Christmas season and see four or five of our classmates behind the register, and another 20 or 30 among the customers. In college, Abercrombie & Fitch Co. (NYSE:ANF) became my new aspirational casual retailer of choice, and I could pick their iconic striped sweaters and slim cargo pants out of any crowd.

But now? Gap and Abercrombie, we are so over you!

Amey Stone and I were IM-ing, trying to figure out why this was. We had lots of ideas, firstly, as Amey said, "maybe it's those half-naked men standing in the doorway that are scaring off mothers with young children." This makes sense on a lot of levels. When I was a college kid, the half-naked men were the perfect sex symbol. But the target audience for these clothes has gotten both younger (12- and 13-year-old girls instead of college kids), and older (moms like Amey and me who used to be hot for the half-naked). If the younger set are shopping, in today's increasingly protective culture, they're doing it with mom -- and mom isn't about to bring her 12-year-old into a store that clearly sells sex alongside the sweaters.

As for the older set, we moms with two or three very young children? The last thing we want to see is a half-naked man, even if he's exceptionally cute. Let's be frank. Our libidos are 1/10th of their normal selves thanks to the hormones involved in child-rearing. We'll stick with the J. Crews and the safe boutiques, with the cute little frog umbrellas and not the clothes that make our eight-year-olds look like they're trying out for America's Next Top Swimsuit Model.