As Valentine's Day approaches, the PR world has already built up a good head of steam as techies rush to capitalise on our base desires for gadgets and sex.
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BT has got in on the act, and plans to use the Live Site big screens it has set up around Britain for the Olympics for a purpose I'm sure Seb Coe never envisaged.
This weekend and on Monday, 17 Live Site screens situated in city centres all over the UK will become Love Sites, displaying cringeworthy messages of affection for all the world to see.
Says BT group marketing and brand director Suzi Williams: "We're delighted to be playing cupid for [a] weekend. It's a great testament to how the power of communication can bring people together."
I can't help thinking I'd prefer something a little more traditional.
Photo courtesy: OJO Images/Rex Features