In a centuries deep sea of clichés despairing that ‘prostitution will always be with us’, one country’s success stands out as a solitary beacon lighting the way. In just five years Sweden has dramatically reduced the number of its women in prostitution. By what complex formula has Sweden managed this feat? Amazingly, Sweden’s strategy isn’t complex at all. It’s tenets, in fact, seem so simple and so firmly anchored in common sense as to immediately spark the question, “Why hasn’t anyone tried this before?”