Does Sex Sell websites?

We have all heard the saying "SEX SELLS" but is that what it takes to drive traffic to a website?

Does sex help get traffic to websites or do websites have to sell themselves? When shopping online do people window shop various areas or do they go to websites they know the brand name of (i.e. Wal-Mart, Sears, Best Buy, Future Shop, Electronics Boutique). Do you find yourself clicking on a banner to go to a website because the banner had sex appeal? or because it had a clear concise message that appealed to what you were looking for? These are a few questions that come to mind when looking at how companies advertise using other media forms to drive traffic to their stores vs those who wish to drive traffic to their website. What do you think is important? A Curious Catch or a Clear Message?