Recently, when I was in the US, my sister and I were talking about bras and she said that the purpose of a bra is to hold your boobs in and keep them from jiggling. Very different from the attitude that I've encountered in the UK, which is that the purpose of a bra is to show off your upper body by lifting the girls up and out.
I think that the 'out there and in your face display of boobs' is more like advertisement than attractive, at least to my eye. I think there is something beautiful about a woman who accentuates the positives with confidence, and who has a natural bounce and wiggle, both top and bottom.
My ladies do need support, but I much prefer a natural cup to a restrictive type of support cup. I do wear a more 'bounce' resistant support bra for work though, as it wouldn't be looked upon as professional here otherwise.