This is probably why many prefer to read about dating sites when they make waves for all the wrong reasons – like leaking millions of user’s data or setting up dating sites for Donald Trump fans – not when they tout for business.

We understand tacitly that Eurostar, Gap, Santander and other brands are flogging products because that’s what companies do.

The Guardian explained the authority’s hesitation at the time that with a reference to escort services and “fronts for sex work”.

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Regardless of the popularity of love and sex, the idea of a “marriage market” caused commentators to wrinkle their noses in distaste, even into the 20th century.

By the 1920s, police scandals involving men meeting men through the contact newspaper The Link threatened to shut the industry down entirely and confirmed its aura of disrepute.

A group of hackers dubbed 'Doxagram' claims to have scraped the personal data - including phone numbers and email addresses - of six million Instagram users and is selling the contact information.

The six million account details being offered range from high-profile accounts including the official POTUS account to large brands and average users.

Bizarre though, isn’t it, that romance is used to sell Christmas turkeys, holidays, and practically everything else.

But when love is used to sell love, many of us feel something is wrong.

It survived, giving rise to the mid-century, starchy marriage bureaux that gave it a sheen of respectability.

There were less earnest propositions: the first computer dating company in the UK, Dateline, was founded in 1966, along with a raft of small-scale, have-a-go agencies.

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View the full list Matchmaking and dating services used to advertise in small rectangles on tube carriages, next to the vitamin drinks and food delivery services, and in smaller rectangles still on the classified pages of newspapers and magazines.

Observing the spread of the matrimonial press (the equivalent of lonely hearts columns), the Saturday Review of London remarked in 1862 that this way of meeting people was unseemly and lower class.