Journalistic and sociological studies of massage parlors and massage parlor customers do not serve the development of scientifically sound generalizations. They begin with the assumptions that massage parlors are brothels renamed and that the customers are problematic individuals seeking impersonal sexual exchanges. This standard view of the parlors and customers is here challenged and an alternative approach suggested. The results of an empirical examination of the customers of a West Coast massage parlor are summarized. Data were obtained by a massage parlor worker--an unnamed coauthor--who recorded information about every personal customer during her initial period of work. Both demographic and voluntaristic factors are specified. Included are ethnic origin and occupation, the proposition, the offer of financial reward, the sexual activity desired, and the sexual activity that resulted. A comparison of two views on the nature of the customer demonstrates the limitations the standard view imposes on the potential examination of massage parlors in general. Massage parlors are not brothels renamed and the massage parlor customers are not sex-seeking problematic individuals. Given the results of the empirical examination, the basic complexity of the parlors and their customers is seen as the key aspect on which scientifically sound generalization may be built.