Via Adrant comes news of an online dating service based on Darwinian principles and bulging wallets. The California-based venture only grants admittance to its database if you're rich, beautiful and smart. But is this simply the dating agency equivalent of a walled neighbourhood for the platinum plastic set? Judging by the copy it seems more a PR provocation. A case of contrived controversy to drive a concept out in the limelight. In the tradition of the book of the musical of the movie, here's a website that aims to mutate into a reality show. Investors click here.

For those ugly, poor and stupid enough not to make it in, those that swim at the trash-infested bottom of the deep sea of shallow culture, No need to get depressed: Head down to MacDonalds for a health conscious adult happy meal and get fit. And better luck next time.