One of Britain’s largest clothing retailers has cut the cost of their lingerie. This will ultimately help consmuers.

From the article in the Associated Press: The Battle of the Bust is over, and consumers have triumphed.

Britain’s largest clothing retailer, Marks & Spencer, has backed down on its incendiary policy of charging a 2 pound ($3) surcharge for bras that are DD or larger in the face of a spreading consumer revolt.

Think women don’t care about this issue? Then think again — that’s what M&S executives had to do after some 14,000 women gave their name to a Facebook campaign aimed at eliminating the big boob penalty.

“We always try to do the right thing by our customers and we thought we had, but it’s clear we’ve got it wrong this time,” said M&S chairman Stuart Rose. “From Saturday, no matter whether it’s large or small bras you need, the price will be the same.”