Justin McLeod is a self-described nerd and a "super hopeless" romantic who for years concealed his "embarrassing" obsession with The Bachelor from friends.
Now, as the founder of dating app Hinge, just shy of his 31st birthday, it's all out in the open. A photograph of him jumping into a pool with a girl is the first thing you see when you download the dating app, launched in Sydney on Thursday and available on iOS and Android.
McLeod is in Sydney for the Australian launch, and has brought his girlfriend along for the ride. They're so patently in love with each other it's almost cringe-worthy. He's taking her to seeMadame Butterfly at the Opera House.
Perhaps "Tinder for yuppies" might work Down Under: McLeod says the "average" Hinge user is a 23- to 36-year-old urban dweller; is university educated; and works in tech, media, finance, fashion or law.
In other words, Mr McLeod is Mr Average.
IBRS advisor Guy Cranswick says social status is "critical" when it comes to advertising and promotions, which ultimately Hinge could look to add as a way to monetise the network.
"Any technology developer in that social space wants to be pushing up rather than going for average, and certainly not anything that's below average," Cranswick says.
"Companies don't want to be targeting people on social security."