RE: The words
These words used to grate on my last nerve, but I don't let them bother me anymore. I believe they *are* designed to market to women because they sound better than "lose fat, build muscle".
There was a time (and maybe now is still the time) when a lot of women didn't want to "build muscle" because they would suddenly become huge bulking she-women overnight if they picked up a dumbbell not covered in pink-rubber material. I'm not sure who sparked that fear in women, but it was there. Thus was born the terms, "shape", "tone", and "sculpt". How do you "shape" a body? Well, you lose fat and build some muscle. How do you "tone" a body? Hmmmm...lose fat and build some muscle. How do you "sculpt" a body? Let's see, maybe lose fat and build some muscle. They're all nice little words that mean the same thing but sound sexier.
Shonie