Luxy! The dating app for the 1 percent is NOT a prank

I got a press release announcing a new app yesterday that immediately set off my “hoax” radar. Not only is Luxy not a prank, but actual people are signing up for it.

In the press release, Luxy is advertised (in all caps) as TINDER MINUS THE POOR PEOPLE.

Finally — an app guaranteed to ensure Greg Gopman’s pool of dating prospects won’t be infected with the grotesque human trash he so despises.

“Tinder was pretty awesome when it came out,” according to a quote from an unnamed user included in the press release, “but there’s a lot of riff raff on there.”

“It’s Tinder without low-income dating prospects,” according to the description. “In fact, the average income of male users on LUXY is over $200k and those who are unable to keep up financially are immediately removed from the service.”

So far, this doesn’t actually appear to be true. I downloaded Luxy to find out if it was real, and listed my income as above $1 million. So far I’ve managed to escape detection as riff raff.

Here’s the formal description from the (poorly copy-edited) website: “Our members include CEOs, entrepreneurs, investors, millionaires, beauty queens, fitness models, Hollywood celebrities, pro athletes, doctors, lawyes [sic] and successful people, juast [sic] name a few.”

“Haha good prank,” I wrote in response to the press release. “Who’s behind it?”

Darren Shuster of Pop Culture Public Relations responded almost immediately.

“Why a prank?” He wrote in an email. “It’s a dating site for rich folks — Have you ever heard of companies like MillionaireMatch.com, SeekingArrangement.com and SugarDaddie.com? These companies have been around for 10 years+ and this ‘Tinder-like’ platform just brings it too a whole new level.”

A whole new level indeed. “Sites / apps like my client’s are probably just a sign of the times,” Shuster mused. “While narrowcasting replaced broadcasting years ago (getting only the news you’re interested in receiving), maybe we have something happening like ‘narrowmatching’ where people only seek to match within certain population pools / segments (i.e., dog owners only, Conservatives or Liberals only, Christian only, rich only)?”

Interesting sociological analysis, Mr. public relations spokesperson.

All I can say is that I cannot wait to see what happens when the Occupy Wall Street set discovers Luxy.