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Online dating goes mobile

Mobile dating went mainstream about five years ago; by 2012 it was overtaking online dating. In February, one study reported there were nearly 100 million people--perhaps 50 million on Tinder alone--using their phones as a sort of all-day, every-day, handheld singles club, where they might find a sex partner as easily as they'd find a cheap flight to Florida. "It's like ordering Seamless," says Dan, the investment banker, referring to the online food-delivery service. "But you're ordering a person."

The comparison to online shopping seems an apt one. Dating apps are the free-market economy come to sex. The innovation of Tinder was the swipe--the flick of a finger on a picture, no more elaborate profiles necessary and no more fear of rejection; users only know whether they've been approved, never when they've been discarded. OkCupid soon adopted the function. Hinge, which allows for more information about a match's circle of friends through Facebook, and Happn, which enables G.P.S. tracking to show whether matches have recently "crossed paths," use it too. It's telling that swiping has been jocularly incorporated into advertisements for various products, a nod to the notion that, online, the act of choosing consumer brands and sex partners has become interchangeable.

T men in this town have a serious case of pussy affluenza," says Amy Watanabe, 28, the fetching, tattooed owner of Sake Bar Satsko, a lively izakaya in New York's East Village. "We've seen them come in with more than one Tinder date in one night."

Counterpoint: May Kwok

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