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Breasts, like child-bearing hips, are a very simple sign of fertility. Genetically, men are designed to want to mate, mate often, and mate with the best female. This is not to say that, as a rule, women with naturally larger chests have superior genetics, only that throughout the history of our species smaller breasts could mean illness or malnutrition. Larger breasts clearly indicate a steady supply of food. There's also a theory about how humans are the only primates to mate face to face and breasts looking like buttocks, but quite frankly that sounds like a load of bonk.
These natural urges lead to breast marketing, which served to reinforce the natural urges with social urges.
Also, they're really soft and covered in sensitive nerve endings. That certainly doesn't hurt.
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