In the late 1980’s, Pfizer, an American pharmaceutical firm, were investigating the role of a new drug called sildenafil in cardiovascular disease. It was noted that a common side effect was an improvement in erectile dysfunction (ED). Perhaps not surprisingly, they diverted their further interest towards this. It might be an over-statement to say that Viagra (whoever named it clearly knew their Latin: life/vitality/strength/aggression) was a “game-changer” in the sense that penicillin, insulin, steroids, cimetidine were, but it has certainly had a huge impact on the self-esteem, well-being and relationships of millions of men around the world.