The most recent storm to sweep through Twitter came in the form of a ferocious rant from dating app, Tinder. The very public freakout was a response to the Vanity Fair article, “Tinder and the Dawn of the ‘Dating Apocalypse,’” a piece which examines hookup culture in the era of mobile-first dating.
On Tuesday, Tinder published a 30-tweet defensive tirade, singling out the story’s author, Nancy Jo Sales. In yelling at Sales in such an open forum, Tinder actually highlighted the worst part of dating apps—people berating women for behaving in a way they don’t like.
Next time reach out to us first @nancyjosales… that’s what journalists typically do.
— Tinder (@Tinder) August 11, 2015
Ultimately, Tinder was upset that Sales wrote an exposé without their consent, to which Sales appropriately responded with:
Sales’ article wasn’t even that critical of Tinder, but instead commented on the larger, modern landscape of a dating culture intermediated by screens. The story paints a sad and truthful picture of dating in 2015, honing in on the ramifications of how millennials use technology to hook up. Single people (and some others) are swiping left and right to find partners behind the relative anonymity and convenience of their digital devices. Sex is now easy, abundant and lacks intimate connection, the product of a culture hooked on dating apps. Tinder is just one of those apps.
Tinder has since apologized for overreacting to the article on Twitter, but the hotheaded tantrum may prove to be a blow to the brand. The rant was written in the same vein as a Tinder match who won’t take no for an answer, and demonstrated that the company is fundamentally disconnected from the generation it serves.