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“If the couple was the primary consumer unit of the past, today this has collapsed, or more accurately been replaced by a new dyad, the individual consumer and her phone. It is hardly news that the goal of the big hookup apps is to keep people single. Tinder has made this surprisingly explicit in its first ever brand campaign, which features an exuberant, seemingly carefree blonde woman accompanied by the words “Single does what single wants.” Stay single, stay wanting, and let the data of your desire accumulate like so many layers of gold.”