This week Vanity Fair published a 6,000 word article in which it assesses the rise of Tinder and what it calls "the dating apocalypse".
An article which journalist Nancy Jo Sales clearly stood by as of Tuesday afternoon, tweeting out a statistic she had used which highlighted the high number of married people using the app to start illicit relationships:
Tinder's official Twitter account, which had just retweeted a comedian claiming "Swipe right, I'm thirsty," took umbrage to Vanity Fair's assertion that people use the app simply for a quick hook-up and descended into a good old-fashioned social media meltdown, reeling off 31 tweets in the space of an hour on Tuesday night.
The person running the company's social media account used smirking emoji, evidence from its own dataset - which is bound to be completely free from partiality - and anecdotes about something it terms "The Tinder Generation" - apparently not a group of 18 to 35-year-olds who build relationships based purely on a few profile pictures and a LOL bio - to mount its defence.
It went on to recall all the positive stories it could muster from Tinder's past, saying that people are portraying it in an unfair light. Instead of cheap hook-ups, the Twitter account explained, people use Tinder for "travel, dating, relationships, friends and a shit ton of marriages".
It even spectacularly contradicted itself at one point:
As Jezebel points out, "One tweet honestly reads, '...talk to people that have made some of their best friends on Tinder.'"
Something tells us Tinder is taking itself a little bit too seriously and now its meltdown trying to defend itself has ironically brought even more attention to an article that attacks it.
Bravo, Tinder social media team. Bravo.