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Bumble’s new ad is all hand-holding and kitchen dancing. But behind the soft-focus romance lies some hard economics. Their new “For the Love of Love” advertising campaign reframes a £40/month subscription as an investment in your future self. Not swiping for a date with Dave from Dulwich - investing in marriage, babies, and cosy coupledom. It’s clever. But here’s the problem: Bumble isn’t a pension fund. It’s a dating app. And dating apps don’t deliver compounding returns. For most, more waiting
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