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Research, programs, and legislation related to sex trafficking are often premised on the invisibility of the male buyer and the failure to address men’s role in buying and abusing women in prostitution. Governments, UN agencies, nongovernmental organizations (NGOs), and others act as if the male demand for sexual exploitation is insignificant, or that prostitution is so entrenched because, after all, “men will be men.” Little research on trafficking has focused on the so-called customer as a root cause of trafficking and sexual exploitation. And even less legislation has penalized the male customer whose right to buy women and children for prostitution activities remains unquestioned. This article looks at the demand—its meaning, the myths that rationalize why men buy women in prostitution, qualitative information on the buyers in two studies conducted by the Coalition Against Trafficking in Women (CATW)—as well as best practices that address the gender of demand.