It avoids a self-conscious relationship to the act. We live in the most self-conscious society in the history of mankind. There are good things in that, but there are also terrible things. The worst of it is, that we find it hard to give ourselves to the cultural process.
I love to put on lotion. Sometimes I'll watch TV and go into a lotion trance for an hour. I try to find brands that don't taste bad in case anyone wants to taste me.