A good point, but in order for 34E to be the average they've supposedly got a whole bunch of EE's, F's, etc out there. A closer reading of the article also indicates that fake breasts are definitely taken into account, so maybe women in Liverpool just love their plastic surgery.
A few other considerations from onodrim: Since this is based on bra sales, it's worth noting that women with smaller breasts purchase fewer bras because they're not as necessary. Furthermore, there's always a smaller selection of A and B bras because they're just not manufactured as much.
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