As anyone who’s watched an Oprah special well knows, most women are wearing the wrong bra size (to the tune of 80 percent). Apparently, we’d rather suffer the discomfort of an underwire poking into our ribcage than let a stranger measure our lady parts. But, hark! Technology comes to the rescue. A new app, Thirdlove, enables a woman to privately calculate her own bra size using two iPhone mirror selfies. Once properly informed, users can use the app or visit the company website to shop customizable panties and bras (including hard to find half sizes) starting at $39. It’s an ingenious business idea that’s sure to be more boom than, er, bust.