This bizarre new scheme also raises questions about our culture’s ultra intense selectivity towards mates.

I think it was the Beatles who sang about how “money can’t buy me love.” Well, clearly that’s very wrong, stupid, and backwards thinking. Because now there’s a new matchmaking service called Three Day Rule in Los Angeles catering to ultra high net worth clients. The price tag — one million dollars.
Now, you would think with a cost that high that maybe only a handful of people would express interest. You’d be wrong again, as over 100 people applied. The service only plans to take on three people, however. Which means hypothetically — and this is for all you side hustlers out there — that you could TOTALLY take advantage of the remaining 97+ with your own million dollar dating scheme. That’s more than $97 million left on the table. Good luck.
Man, here I am thinking paying a dating app $50 a month for “Platinum Level” is outrageously egregious and akin to buying into an obvious pyramid scheme. Turns out I’m woefully underestimating the willingness some people have to burn cash for empty promises.
So, what do you get for a million bucks anyway? According to the service’s CEO, Adam Cohen-Aslatei:
Cohen-Aslatei described the service as a “one-year intensive dating program,” in which Three Day Rule manages practically every aspect of clients’ dating lives. The company assigns each client a dedicated recruiter, who flies across the country, visiting social clubs, bars and Equinox gyms in search of a match. Matchmakers plan dates in minute detail, and dating coaches prep clients and their matches for dates on everything from hairstyling to etiquette.
It sounds like Three Day Rule is basically a booking agent, like an actor would have. Only instead of hustling to get you a bit part on some shitty sitcom for union minimum, Three Day Rule is out there scouring the globe for a potential lifelong partner. Along the way they are coaching you to make you a better catch in the process.
Hmmm, I could be wrong, but if you’ve got a million bucks to throw around on something like this, I’d say there’s a good chance you’re already a high-value Type-A prospect anyway. People spending this kind of money don’t just have a few million. They are probaby multi-decamillionaires. They are in the top one percent of the one percent. How much better could you really get?
Also, Three Day Rule? That sounds a little too close to “Five Second Rule.” The maxim that says if you drop a cookie on the floor it’s still okay to eat it if you pick it up within five seconds. Might want to consider a name change there.
If you’re looking to be included into the pool of potential recruits for a shot to shack up with a millionaire, you better be ready at the airport. Cohen-Aslatei adds:
…we send our recruiters to airports around the country to sit at the gates going to the cities our clients are located in. And they strike up conversations, they get to know them, and then we decide they’re going to be palatable and the right type of a match for our client.
Just great. Now instead of only worrying about handsy TSA agents patting you down, assholes playing music loudly on their phones, flight delays, and overpaying for crappy food and beverages, you’ll have to contend with under cover Cupids possibly probing you as match for some rich dork who can’t be bothered to chat people up on their own. Nice.
Look, anyone who uses this service is stupid, obviously. But it raises questions about the ridiculous way in which we as a culture value and assess possible mates, and the oftentimes impossible standards we apply. No one wants to “settle” these days. Everyone wants to hold out for a “better deal.” This is largely due to social media and the infinite scroll of dating apps, which, like a viewing portal into a magical land, offer a fictitious glimpse of a better life with glamorous people. We’re beset with a paradox of choice, always thinking something better is just around the corner. The effect is people become disposable, useful only until the next “upgrade” is available.
Meanwhile, marriage rates and pregnancy rates continue to drop. All this apparent availability and choice haven’t made the process of finding love better. It’s made people crazy enough to actually try a service like this. If people are willing to pay this much for a chance at a partner, that to me is indicative that things today are truly desperate and broken.
Using this service is also hideously materialistic and soullessly calculative. As if you could buy a partner as you would a yacht or a personal jet. You could almost certainly do better attracting mates by simply getting a cute puppy and going for walks around your neighborhood. There are free dogs at the shelter up for adoption everyday. You could revamp your wardrobe for a few thousand. You could hit the gym and get into shape. You could take classes in-person at a local college. Or participate in expensive hobbies that other high networth people tend to be attracted to — private pilot lessons, going on luxury vacations, or golfing, for instance.
Let’s say you did happen to find a marriage partner using this service, but then you get divorced in two years. What then? That’s a pretty high price to pay just to have someone share your bed for 24 months. You could afford a high-end $1000 escort to fuck your brains out every weekend for nearly TWENTY YEARS for the same price, and you wouldn’t have to worry about losing half your shit in divorce court when your partner randomly decides things “aren’t working out for them” anymore.
Maybe money can’t buy you love. Or maybe it can. There are plenty of gold diggers out there willing to shack up with an uggo just to drive a Mercedes-Benz. But I do agree with the notion that the “best things in life are free.” While we as a society keep trying to monetize and systemize everything in sight, love will remain the one thing you can’t put a price tag on.



