Hinge, the new “relationship app” is promising to reinvent online dating by offering an overhaul of functionality that feels more organic than modern day swiping.  The new video hearkens to the Chipotle Scarecrow dystopian future of how and what we eat, by presenting a similar state of human relationships. Hinge promises to take us back to the way things were.  The question is, can functionality really change the experience?  Or is something bigger missing?

Hinge might have some big funding and a sweet new vibe that likely resonates with sophomoric swipers, but the brand seems to be forcing an age-old fantasy on young lovers.  Even though Hinge is promising a much more organic experience, will it really lead to better love?  Answer?  It’s probably not.  It’s the community that matters, not the functionality.

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