Diddy's Ad Too X-Rated?

Retailers across the country are refusing to display Diddy's ad for his new fragrance "Unforgivable". The ad (see below) features Diddy in bed with two women, giving the impression that they have just had sex. Estee Lauder, the company that puts out the fragrance, made him reshoot a new "store-friendly" ad. The original will still be used in mags and billboards.

Personally, I don't see what the big deal is. I have seen much worse.