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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. Hinge, which allows for more information about a match’s circle of friends through Facebook, and Happn, which enables G. 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.“It’s instant gratification,” says Jason, 26, a Brooklyn photographer, “and a validation of your own attractiveness by just, like, swiping your thumb on an app.

You see some pretty girl and you swipe and it’s, like, oh, she thinks you’re attractive too, so it’s really addicting, and you just find yourself mindlessly doing it.” “Sex has become so easy,” says John, 26, a marketing executive in New York.

They are Dan, Alex, and Marty, budding investment bankers at the same financial firm, which recruited Alex and Marty straight from an Ivy League campus.

When asked if they’ve been arranging dates on the apps they’ve been swiping at, all say not one date, but two or three: “You can’t be stuck in one lane …

“I always make a point of disclosing I’m not looking for anything serious.

I just wanna hang out, be friends, see what happens …

“It’s like ordering Seamless,” says Dan, the investment banker, referring to the online food-delivery service.

“It’s changing so much about the way we act both romantically and sexually,” Garcia says.

“It is unprecedented from an evolutionary standpoint.” As soon as people could go online they were using it as a way to find partners to date and have sex with.

Some, like writer Hanna Rosin, see hookup culture as a boon: “The hookup culture is …

bound up with everything that’s fabulous about being a young woman in 2012—the freedom, the confidence.” But others lament the way the extreme casualness of sex in the age of Tinder leaves many women feeling de-valued.

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