the water will quickly absorb the heat from your penis making its temperature plummet rapidly, the body recognises this and the defence is to make it shrivvel up to decrease its surface area to volume ratio.
it may not feel that the water is cold to the rest of your body, because the rest of the body is not as hot as your penis e.g like when you are in a sauna, and jump into the swimming pool, it feels freezing, even though it isnt).
basically, use 'less cold' water.
i use slightly cooler water than room temperature and it does the trick nicely. doesnt turtle, but feels 'tight', unlike using a warm down.
=D | 
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