Its been billed as a cross between dating and escort and its a new site that's been set up by a bunch of oxford students, initially to help generate some income to help pay student bills.
Suddenly, its become a bit of a phenomenon in the UK and its received some high profile attention in the press and on TV:
http://www.takemetodinner.com
Most people will have to pay a subscription to get access to contact the "Elite Dates" and then if you succeed in setting up a date, you have to pay the fee that your date is asking to go to dinner. There is no sex in the deal - its aimed at mainstream people.
There's a huge incentive for hot babes to join and I can see some possibilities with the overall business model if they market strongly to non-students, build the affiliate & partnerships etc etc. Especially as there are no "adult type" limitations on advertising possibilities but will people pay for platonic dates and will the business model work? Is there a big enough market? What are the downsides? Thats what i'm asking you.