When I saw this on an 8 Out of 10 Cats rerun tonight, I just assumed (like any good mocker and scoffer would) this was a parody.

It’s not.

According to CNET in 2008:

The Tiddy Bear Comfort Strap was invented by two women, one of whom is a breast cancer survivor who experienced uncomfortable pressure from her seat belt.

This product is not to be confused with the Titty Bear, Chest Wrinkle Preventer, though that sounds like a must-have product, too.