That should probably be the title of the new study by Cindy M. Meston and David M. Buss of University of Texas at Austin (PDF).
The study is an important one because it does begin to explore people's conscious, expressed motivations for having sex, a subject that has been largely ignored or taken for granted in the past. We know much more about what kinds of sex people have than we do about why they have it (or why they think they have it).
And when I read the New York Times article about the study and saw that there was such a wide range of reasons people gave, I was excited: it seemed that the researchers were breaking open some interesting ground and finding lots of diversity.