With "It's Just a BJ," Jon Brook can confidently ask, “Can you, like, give me a blowjob tonight?"

Now Krepshaw is expanding in a new direction. “One of the main concerns that our male customers have is whether or not they’ll get laid,” Krepshaw said. “They worry that ‘It’s Just Lunch’ means ‘you’re not going to get laid but you’re going to pay for her lunch.’’’

Katie Stevens, who has met three men through the Pittsburgh “It’s Just Lunch,” thinks it’s a great idea. “It’s perfect. It cuts through all the tension. I’d know right away that the guy wasn’t expecting sex—just a blowjob. And come on, it’s just a blowjob.”

Before “It’s Just a BJ ” has even opened for business, free publicity is stoking expectations. Howard Stern mentioned, “It’s Just a BJ ” 342 times in the past week. Bill Clinton even smiled and remarked to a reporter yesterday, “They stole that phrase from me.”

A dozen random men interviewed for this story were unanimous in their enthusiasm for “It’s Just a BJ.” As one man put it, “I don’t really want lunch. But I do want a blowjob.”

“It’s Just a BJ” will charge men five times the rate of “It’s Just Lunch.” Women are not charged for either service. Krepshaw claims that men will be charged more due to supply/demand issues and because of the additional time necessary to find women willing to sign the “It’s Just a BJ” complex contract.

When a woman signs the contract, she agrees with the primary philosophy of the new service: “It’s just a blowjob, that’s all it is. Any woman can easily learn how to give a good blowjob. Blowjobs bring happiness to the world…"

She also must read a detailed 90-page booklet that outlines company policy. For instance, on page 2: "You are required to provide blowjob services at least once during each date." From page 50: "Whether you spit or swallow is a personal decision. But most men prefer that you swallow. Eagerly...you'll get a better tip."

Katie Stevens looks forward to giving “It’s Just a BJ” a try. “I’ve gone on first dates with a couple guys who were good-looking, funny and sensitive. But they never called me back. If I had given a spectacular BJ on those first dates, maybe one of them would have called. Maybe I’d be happily married right now. Sometimes all it takes is a good blowjob to get a man. Just a BJ.”

“It’s Just a BJ ” plans to open January 12th in Washington D.C., Philadelphia, New York and Boston. Krepshaw has a favorite soundbite: "BJ stands for Beautiful Journey. And that's what all BJ emplyees provide: a beautiful journey."