Denver - Jordan Eisenberg says he knows a thing or two about dealing with the volatile emotions of premenstrual syndrome. After all, he grew up around women. A year ago, the 28-year-old entrepreneur and Denver resident decided to devise a way other men could do the same. The outcome was PMSbuddy.com, a free Internet-based service that tracks the monthly cycles of a subscriber's significant other and offers e-mail reminders about the impending deadlines. And it's catching on: The site surpassed 150,000 registered users last month. Ten percent are women. Not to rest on his laurels, Eisenberg recently added a phone application — PMS Buddy iPhone — for 99 cents. There were 1,000 downloads the first day.

"We don't intend to be taken too seriously," Eisenberg said. "People think it's funny, interesting, helpful . . . maybe a combination." Some aren't so light-hearted, claiming the site is an adversary to understanding the problems women face, perpetuating stereotypes of women suffering from PMS. "I feel it just reinforces this thing that women are driven by their hormones," said Joanne Belknap , a professor of sociology at the University of Colorado at Boulder. "Men also have hormonal cycles. . . . We just aren't as preoccupied with them."

You've got to hand it to Jordan Eisenberg. This is a clever idea. Granted it's not Stink-Free Underwear or a ringtone that makes boobs grow, but it's good. Eisenberg claims his wife wasn't the inspiration for the PMS Buddy, but I'm not buying it. They say necessity is the mother of invention and I'm guessing Mrs. Eisenberg went on a hormonal rampage one time and him with a lamp or something, the way Doc Brown took a blow to the head and came up with the Flux Capacitor. I mean, usually when someone comes up with a great invention like this, I kick myself for not thinking of it first, but not this one. Fortunately, I have no PMS issues in my life, since My Sweet Irish Rose goes from a typical state of Kind & Lovable to a pre-menstrual Radiant & Adorable. A husband who's inspired to come up a brilliant idea like a PMS Emergency Broadcast System has to be married to a raging bitch. It's the only explanation.

The biggest surprise in this story is that a sociology professor fails to see the humor in it. Female academicians are famous for their sense of humor, especially when it comes to having a laugh at women's expense. I don't know, maybe she was just on the cotton when they interviewed her.