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Many of its members deny they use it out of embarrassment.

Long before “social networking” became a buzzword, Bruce made his mark as a digital pioneer by co-founding Lavalife in 1988.Having managed to turn romance in money, Croxon will join the deal-making reality TV series after the CBC last week failed to keep long-time host W.Brett Wilson in the den after fumbling contract renewal talks.Online votes whittled these down to a roster of ten—dubbed for the weekend as “the singles”—to be flown to Toronto for what Lavalife is calling its first annual “Summer Lovin’ Festival.” This three-day-long extravaganza of partying and product placement felt more or less like reality TV minus the TV. We might as well get it out of the way and say that, as one would expect, Summer Lovin’ was not big on subtlety.The corporate sponsorship presence was aggressive, ranging from swag bags filled with toothpaste and deodorant (get hygienic to get laid), to armies of attractive women pushing energy drinks and sickly sweet booze, to, at its most extreme, dancing, topless women body-painted with corporate logos and colourful swirls.