We all want to be liked don't we?
Whether it's hearts on Twitter, thumbs up on Facebook, or love for your latest arty pic on Instagram, it gives you that warm glow that only hollow modern technology can provide.
And, of course, one place where we really want to be liked is on Tinder - and that looks set to be happening more often with the announcement by Sean Rad, the app's CEO, that they will be "increasing the number of matches by over 30%".
The result of a "huge change" to the company's algorithm that dictates matches - making it more likely that you'll see profiles you will want to match with.
It's the second tweaking of the app following the introduction of the controversial "super like" and more changes could be on the way with Rad (what a great name by the way) adding at an Irish tech conference yesterday that the company is planning "a series of things [that] you’re going to see that’s going to help you make more sense of the sheer volume" of your matches. There are also apparently going to be "new ways to interact".
Data was also revealed on the sheer scale of the use of Tinder: 1.5m dates created by Tinder every week, with 1m of these being first dates, 9bn matches cumulatively, with 30m a day, with 1.8bn swipes made every day. It is, according to Rad, "the dominant dating app in every country across the globe".
Cilla could have only dreamed of that sort of influence back in the day. But imagine the money she'd have had to have spent on hats.