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It has just launched in the UK, where it is already boasting 80,000 members.
In return for a no-strings but mutually beneficial relationship, the women who sign up can get to be treated like a lady, showered with gifts, taken on all-you-can-buy shopping sprees, and enjoy meals at the best tables in town.
Once I’d convinced myself of the moral justification – I know many will disagree with me – I started to entertain some of the propositions that landed in my inbox.
Of course, the fat, balding ones still went into the delete bin, but many were perfectly dateable.
Despite our spark, we knew we wouldn’t see each other again: neither of us were looking for anything more than a short but intimate romance.
It took me 18 months of receiving gifts in return for my company before I accepted money – or an “allowance”, as it is known on the sugar daddy sites.
The thrill of a date with an older, wiser, higher-flying executive had faded.
And, if I’m being honest, someone with some money, too.
When I joined my first sugar daddy dating website five years ago, it wasn’t to find someone to help pay the bills or provide me with a shopping allowance.
It was because of an innocent penchant for the older man.
It was only after I spent an evening comforting a friend who had been dumped by a casual boyfriend (he had strung her along pretending he wanted more commitment than he really intended) that it dawned on me that paying to go on a date was a more honest way to conduct a non‑committal relationship.
Receiving money or gifts from your date is his way of saying “I like you, I want to spend time with you, I want to sleep with you, but I’m not prepared to meet your family or go to Ikea with you on a weekend”.