[Red_Tarsius]

I think it's not as much about social proof as it is about feeling protected and cared for. The marketing strategy ("social proof" over "feeling lonely") let the users benefit from the service without feeling shame: loneliness is unfortunately still considered some kind of stigma.

Invisible Boyfriend might be the polar opposite and complement of prostitution: the first simulating the love between a protector and his protégé, the second providing a sex partner. I'm not implying any moral fault, but it's fascinating nonetheless.