A team of Ph.D.s and engineers have placed themselves in the center of one of fashion’s most sacred conundrums – finding the right bra size.

A San Francisco startup, Thirdlove, raised $5.6 million in seed funding so that women can be fitted for and order bras right from their iPhone. Investors in the busty concept include some heavy-hitters such as NEA,Andreessen Horowitz, Felicis Ventures, andYuri Milner.

boobs making money...go figure

Furthermore, these boobs are not for public consumption:

"We are very concerned about privacy and even have an investor in the data security sector that we work closely with to keep that element paramount," Spector told me. "Thousands of people in our beta testing have used this feature and none have raised any concerns with the image-capturing process."