According to non-clinical studies, erectile dysfunction (ED) seems to be the fastest growing among male sexual problems. Its prevalence range widened from 4%-9% in 1990 to 10%-52% in 2000. The paper is an attempt at understanding this new and rampant "epidemic". Instead of trying to pinpoint its "natural" causes, the author aims to decipher the socially constructed dynamics of the disorder. The approach is based on a qualitative investigation of the scientific conceptualization and measuring of ED. The analysis points out serious shortcomings, which contradict the much-celebrated usefulness of the 1992 NIH Panel's consensus on impotence. More importantly, the observed measurement differences call into question the usefulness of the current research on the prevalence of ED. Using data from the first Croatian study on male sexual dysfunction, the author demonstrates the seriousness of problems stemming from the use of non-standardized measures. In conclusion, the steps for reaching the necessary standardization are outlined.