how did it come to this?
tit·il·late
v. tit·il·lat·ed, tit·il·lat·ing, tit·il·lates
v. tr.
To stimulate by touching lightly; tickle.
To excite (another) pleasurably, superficially or erotically.
v. intr.
To excite another, especially in a superficial, pleasurable manner: “Once you decide to titillate instead of illuminate... you create a climate of expectation that requires a higher and higher level of intensity” (Bill Moyers).