Even if you’re not a fan of the message, you have to hand it to Goodby, Silverstein & Partners, the ad firm behind the latest marketing “Got Milk?” marketing campaign: they’ve got a lot of people buzzing about milk. Granted, it’s an angry buzz, akin to a swarm of killer wasps. This time around, the California Milk Processor Board is urging men to bring home milk to soothe their female partner’s horrifying PMS symptoms.

And the Internet ain’t happy at the overtly sexist tone. There’s even an online petition to end the campaign. I could do without the lame marketing as well, but what I really want to know is: Does milk cure PMS? Is there some science among the sexism?

In short, yes. Women should already get around 1,000 to 1,200 milligrams of calcium daily to reduce their risk of osteoporosis, although medical experts disagree on just how much is appropriate.