shamelessly touch yourself down there in public. seriously, this is not a generalization. every time I go to Pakistan this really bothers me that men are scratching / touching down there in public without any hesitation. Some do it when they are having a conversation with someone, while others I have seen just go at it while standing by themselves. I personally think it is quite indecent to take part in such practice.
I've seen ladies adjusting there bras in public, so if a guy adjust his undies, would that be a problem .. maybe they need to scratch ..
nevertheless, I dont think that 90 of guys do it because of a pleasure of any sort