I swear seeing some comments here reconfirms my theory that you read story and don't try to empathise with character. Same thing was with Drama Queen last 2 weeks. It's hard not to understand embarrasment from boy buying product for women only, HE IS IN 5th CLASS he almost has to be immature, because of age.
And even then I will go with example imagine going to bookshop and being in porn/hentai section and your friend or collegue see you. I would feel awkward.