Playboy made history last month when it announced it would be removing images of naked women from its print magazine.
The company's CEO, Scott Flanders, said at the time that featuring naked women is "passé" because of the accessibility of pornography.
Now, he's taken things a step further, claiming that the new direction of Playboy magazine could "bridge the gap" in the "understanding" of sex between men and women.
"My personal view is that unfortunately availability of porn in some cases has substituted for intimacy in personal relationships," Flanders told CNN Money.
"And that is unfortunate and Playboy would like to be a bridge in the gap between sex, and understanding of sex between men and women."
But how it plans to do this isn't overly clear, we'll have to wait until March 2016, when the new magazine style is rolled out, to see.
The magazine, which was first published in 1953, has featured naked women throughout its 62-year history. But from March 2016, while it will continue to feature women in provocative poses, the nudes will be no more.
The relaunched magazine will also feature a new "sex-positive female" columnist and it is unsure as to whether it will retain centrefolds.
This isn't the first step towards non-nudes for Playboy. Last year the brand launched a safe-for-work website when it stopped posting nude photos online and they claim the change saw an increase of 12 million monthly visitors.
Playboy's current print circulation is currently about 800,000, which significantly less than the 5.6 million it had in 1975. So many are assuming this is a bid to boost sales.
Speaking to CNN Money, Flanders certainly thinks this move will bring in more advertisers.
"We've had brands talking to us and wanting to be in the March issue that haven't advertised in Playboy for more than 20 years," he said.
Speaking to HuffPost UK Lifestyle last month, artist and campaigner Sam Roddick says she is interested to see what Playboy does next.
"Playboy was birthed at time when misogyny was virtually unquestioned," she added. "Although it was boldly sexist, it was sexually creative and also strangely empowering for women who were otherwise trapped in the 1950s / 60s.
"I think it is interesting that the magazine that once was so cutting edge in pushing social boundaries has reclaimed that space saying they want to do something different," she told HuffPost UK Lifestyle. "They haven't really had much to offer since the 1980, so I'm interested to see what they feel is relevant and I am curious to see how they execute it.
"So I say let's watch that space and be prepared to be surprised or very disappointed."