Creepy matchmaking site links sugar daddies with co-eds

Matchmaking website SeekingArrangement.com helps sugar daddies -- that's how the site refers to the older, largely male part of its membership -- find younger girls to "mentor" (that's their euphemistic-sounding word) by paying the girls an agreed-upon monthly amount. "Love is a concept that's been invented by poor people," site founder Brandon Wade says in the latest issue of GQ [UK].

Maybe that's why whatever Wade's peddling is increasingly popular with college students, prompting recent interviews with pseudonymed "Sugar Babies" who signed up for the site last year. According to their data, NYU finished 2011 on top (ahem) of SeekingArrangement's rankings.