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I think it's more that the phone companies are preying on the lonely, middle aged men who are easily swayed to make such purchases when there are promises of excitement, flirting and the opportunity to meet someone.
For every part of my that rolls my eyes in disgust at those ads, the rest of me just feels a great deal of sadness thinking about the poor blokes that are sitting up alone at 2am thinking that their life will become better if they sms the number in question.
Very sad indeed.