"We don't frequently pull ads, but in terms of declining to run ads, probably two weeks don't go by that we don't decline ads for the Daily Universe. It is universal among newspapers to exercise the right to refuse ads considered objectionable. We're pleased we have high standards, and we're never apologetic about it."

Last year, Universe advisers pulled another insert, Sports Illustrated on Campus. The magazine agreed to BYU's terms — it would not run beer or tobacco ads — but chose to stop including the weekly insert in the Universe after two incidents. First, the magazine ran a racy ad for a swimsuit issue. A week later there was an article with a photo of nine naked male and female backsides.

Some observers thought the latest flap was too much about too little.

For example, the Daily Universe ran an editorial cartoon by David Lesue, a 2003 BYU graduate who works on campus, that made fun of students for overreacting to the T-shirt and its message.

He laughed when asked if some students are too easily offended.

"I would say most letters to the editor in the Universe include the words, 'shocked and appalled,' " he said. "I just don't think it's that big of a deal. There's nothing really wrong with it. There's a difference between making fun of our religion and pointing out the quirks of our culture."

Ramos said the decision smacks of censorship but didn't object.

"I love edited movies and edited songs," he said. "I'm not one to fight against some censorship.

"I'm not going to criticize BYU for making their decision," he said. "They did what they had to do, buckling under pressure. It is a little close-minded."

As for the protests about the model's pose, Ramos called it flirty, not seductive.

A dual business-philosophy major at UVSC, Ramos is pleased with his business, done solely online at icantimmormon.com. He and his partner in Nevada have taken 15 orders since the ads began running, and they have sold more than 100 shirts in two months.

He expects orders to pick up now.

"That is great," he said of the decision to yank the ad. "I couldn't have asked for better advertising. Everybody will know about us now, and I get my money back."

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E-mail: twalch@desnews.com