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It’s setting up two or three Tinder dates a week and, chances are, sleeping with all of them, so you could rack up 100 girls you’ve slept with in a year.”He says that he himself has slept with five different women he met on Tinder—“Tinderellas,” the guys call them—in the last eight days. ”“We don’t know what the girls are like,” Marty says.“And they don’t know us,” says Alex.

Dan and Marty, also Alex’s roommates in a shiny high-rise apartment building near Wall Street, can vouch for that. “She works at—” He says the name of a high-end art auction house. And yet a lack of an intimate knowledge of his potential sex partners never presents him with an obstacle to physical intimacy, Alex says.

“But you’re ordering a person.”The comparison to online shopping seems an apt one.

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.

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

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

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.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.“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.If I were ever in a court of law I could point to the transcript.” But something about the whole scenario seems to bother him, despite all his mild-mannered bravado.