ATLANTA -- Hundreds of young Atlanta women are signed up on a Web site that some critics are calling total exploitation. The founders call it free enterprise. And just about everyone Channel 2 showed it to called it shocking. It’s called MyFreeImplants.com and it’s a donation site for young women who want free breast implants. But it’s what they do to get the big money that’s troubling for some.

“Everyone uses sex to sell. That’s what this really is. It’s marketing and this is America,” said MyFreeImplants.com founder Jay Moore.

MyFreeImplants.com is a business venture hatched at a bachelor party in Las Vegas to help young women raise thousands of dollars for breast augmentation surgery through online donors.

The Web site has taken off. Five-thousand women are now signed up. One woman took her bid for new breasts to YouTube.

The surgery isn’t cheap. It’s usually $4,000 for silicon implants and $5,000 for saline. The money is held in an account until the goal is reached and then sent directly to the surgeon selected.

But it’s how the women get the donations that is raising some people’s eyebrows.

“It’s hard to define pornography but you know it when you see it and some of the pictures were very, very suggestive and very pornographic in my opinion,” said Sadie Fields with the Georgia Christian Alliance.

Here’s how it works. The women create a profile on the site that can only be accessed by people, mostly men, who pay a $40 subscription fee and then donate to the women they like. On their profile are pictures the young women provide, usually sexy, nude pictures. And it appears, the more naked their pictures are, the more money they make.

"We're not a pornographic site, but yeah, if they're comfortable with sexy shots then that's what they're doing to maybe market themselves,” said Moore.

Moore said women don’t have to post nude pictures but said it is free enterprise. Critics call it soft porn that exploits young women.

“People, generally speaking, don't give you money unless they expect something in return,” said Fields.

Channel 2’s Amanda Rosseter talked with numerous Atlanta women who are signed up on the site. Two of them agreed to talk with her.

"I thought, well that looks easy, I'll try that,” said Web site client Meg Kelso.

Kelso is a 49-year-old registered nurse who wants to update her body but can’t afford the surgery. Her profile is tame compared to others and she said she would only post nude pictures of herself after the surgery and only for those who donated to her.

"The whole point is to get somebody to pay you for something and I'm not going to give them free boobs. If you want to look at my boobs, put money in my account,” said Kelso.

Kelso admitted her profile might be too tame to earn her the money she needs.

Tammi Ray, 18, told Channel 2 she is desperate for implants and thinks they will improve her life. She posted topless pictures of herself.

“Some of them are my face and some of them are me in a bra,” said Ray.

When asked how she felt about posting them, she said, “Nervous, scared. I still am. I think every day to take them off, but I don't because I know I need them up there."

Rosseter was with Ray when she showed her mother the profile pictures. Mom wasn’t happy with the nudity but she supported her daughter.

"If this is something that is going to make her happy and boost her confidence in life to get here where she wants to go in life, then I back her on this,” said mom Tammy Ray.

The site has also given two reconstructive surgeries so far for breast cancer patients. The founder also told Channel 2 they plan to begin offering other procedures, such as liposuction.