Sarajevo online dating
We now consider it as much a part of mainstream life as online shopping, which is pretty much what it is.
We shop for love and lust as we do for books and groceries.
There is even a name for this mindset: FOMO, the "fear of missing out".
Ultimately this degrades our interactions with each other. Industry insiders report that users are increasingly accessing their sites via mobile apps as the computer gives way to the smartphone.
The socio-economics of love-at-a-click are fairly clear.
The growing number of singletons, the rise in "silver separations" among the over-50s and longer, more active life spans all drive demand for finding romance.
A 2013 study from the University of Chicago revealed that there had been a 19% increase in couples meeting on the internet and marrying over the last five years.
Now a new generation of mobile apps are set to transform this already booming industry.
No wonder the global industry, which began 20 years ago with the birth of the internet, is reported to be worth £2bn.
Then there are the niche sites: Beautiful People (the plain-looking need not apply), Blues Match (for the Oxbridge graduates) and Luxy, the dating app for millionaires and wannabees.