In our consumer society, love is perpetually for sale; dating is what it takes to close the deal.
Her second conclusion is that the way we consume love changes to reflect the economy of the times.
It requires physical effort—all that primping, exercising, shopping, and grooming—as well as sizable investments of time, money, and emotion.The monogamy of the booming postwar fifties offered “a kind of romantic full employment,” while the free love of the sixties signified not the death of dating but its deregulation on the free market.The luxury- and self-obsessed yuppies of the “greed is good” eighties demanded that the romantic market deliver partners tailored to their niche specifications, developing early versions of the kinds of matchmaking services that have been perfected in today’s digital gig economy, where the personal is professional, and everyone self-brands accordingly.a young woman in San Francisco, met a man—call him John—on the dating site OKCupid. More notably, he indulged in the kind of profligate displays of affection which signal a definite eagerness to commit.He sneaked Suzanne’s favorite snacks into her purse as a workday surprise and insisted early on that she keep a key to his apartment. V.—an act roughly equivalent, in today’s gallantry currency, to Perseus rescuing Andromeda from the sea monster.