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There's a theory that makes a lot of sense to me in "Sex: A Natural History." It deals more with why men usually prefer larger breasts, not just breasts in general.
The idea is this:
When a woman is pregnant or nursing, her breasts are large. This is also the time that she (for our primitive ancestors at least) is most vulnerable and most needs a caring mate to provide for her. Over hundreds of generations, women consistently preferred mates who would not abandon them during this crucial period, and would be far less likely to accept a man who had abandoned a prior mate during pregnancy. The upshot of all this was that men who PREFERRED their mates to be heavy-chested would be viewed as properly loyal and not blacklisted from future participation in darwin's game. Over enough generations, this selected for men who liked girls with big boobies.
The interesting example from the counter side is this: Small breasts make more sense as a feature of attraction, because a man making optimal use of his reproductive energy wouldn't spend it on a mate who's already knocked up, as large breasts indicate. In fact, there's a tendancy in harem oriented societies and places where male/female power is out of ballance for men to favor small breasts.
In a sense, a high proportion of large-breast-fetishists indicates a society where women still have the power to choose their mates. Interesting, no?
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