An ideal or “designer” estrogen analogue or selective estrogen receptor subtype modulator (SERSM) has been postulated that would have the following attributes: act as an ERα selective antagonist [50], down-regulate ERα protein levels [50,51], selectively activate ERβ transcriptional pathways [15,19,24,43], and display anti-inflammatory properties by inhibiting transcription of pro-inflammatory genes to prevent the occurrence of post-menopausal osteoporosis [15,52]. This evidence concerns the gene ERAL1 and osteoporosis.