At this point, just about 12 hours after the study was released, I find more than 140 stories online on the misleading "thick thighs protect against heart disease" theme promoted by a BMJ news release. Nary a mention in any of these about association versus causation - or about how an observational study like this has profound limitations. Ah, but they love the "thunder thighs" headlines! That's all that matters. To hell with public understanding.
Keep reading if you want to see some of the headline examples from around the world.