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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.

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.

As the polar ice caps melt and the earth churns through the Sixth Extinction, another unprecedented phenomenon is taking place, in the realm of sex.

Hookup culture, which has been percolating for about a hundred years, has collided with dating apps, which have acted like a wayward meteor on the now dinosaur-like rituals of courtship.

Mobile dating went mainstream about five years ago; by 2012 it was overtaking online dating.

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.

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

Dating apps are the free-market economy come to sex. tracking to show whether matches have recently “crossed paths,” use it too.

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