A tool used for diagnosis when it is suspected that a man is not being honest about his sexuality. For example, a family which suspects their son is secretly gay could tune the television to Entertainment Tonight and watch the son's reaction. All straight men experience intense disgust, repulsion, and nausea when viewing and/or listening to Cojo. Because some homo- and bi-sexual men experience these things as well, an aversive reaction does not prove that a man is straight. However, if a man watches an entire Cojo segment without even a grimace, this is sufficient proof that he is gay.
(Doctor to three year old boy) "That stuff you ate by accident is poison. You have to throw it up, or you'll be very sick."
(Boy) "I don't wanna throw up. It tastes bad."
(Doctor) "Hmm ... Imagine that guy on TV, Cojo, is sitting here, and he's about to ... TOUCH YOU!!"
(Boy) "Ack!!! Nasty!!" (barfs)