Tinder has, with the foresight of an evil genius, identified the age at which you start to wonder whether you might be single forever - or at least when parental queries about your relationship status start to become quite panicked.
When I researched my book, every case study told me that as soon as they felt their attitude to dating was becoming less casual and more serious; they were keen to start paying for a product to help them.
Because paid sites don’t attract as many casual daters as the free ones, they result in more long term relationships.
Plus, according to research in the US, 80 per cent of online daters already lie about their weight, height or age.
I predict that Tinder is about to be flooded with penny pinching pretend '27-year-olds', too.
If nothing else, it’s going to make awkward first dates even more painful.