The first rule of fight club is: you don't talk about fight club.
But that's what Rumblr, or 'Tinder for fighting,' promised before its launch on Monday, advertising a service to let users match with local potential partners for consensual, recreational fights.
The app registered thousands of interested users after it was picked up by international media, although there were some doubts about its legality.
The credentials of the young duo behind the idea were also brought under question, but the founders insisted in interviews that the app was legitimate and had raised substantial funding from investors.
Sadly, at launch time, the app was revealed to be a marketing stunt for the launch of their new business.
A statement on Rumblr's website is reached after users try and interact with the 'beta version' of the proposed iOS app, which reads:
Rumblr started as a portfolio project to help us launch our creative consulting agency.
We understand that some of you were genuinely looking forward to using an app like Rumblr, and we’re sorry to disappoint. However, if you still are truly wishing to release some built-up angst, consider fighting more pressing issues such as gang violence, domestic abuse, and at-risk youth culture.
So the guys behind the app just patronised a bunch of people with demonstrably aggressive tendencies. Go figure.