Modern rules of dating

Essentially, The New Rules deals with social media and our increased interconnectivity by ignoring it all and pretending humanity was at a comms high around the time Rapunzel was locked up in that tower Ellen Fein and Sherrie Schneider practice what they preach.

As authors of the dating guide that became a phenomenon – referenced in Sex and the City, and updated this year to include advice on how to date in the digital age – they achieved global fame for being women that know what men want.

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Right appeared in 1995 and advocated doing pretty much what your mother told you: play hard to get; keep a bit in reserve; remain mysterious.

Paying for the Date Years ago men were expected to pay for everything.

But nowadays it’s common to see couples splitting the bill.

All told, it encouraged women to be a bit more cynical about their happily-ever- afters. When I ring them for our interview, both Fein and Schneider's phones refuse to accept my call because my number comes up as blocked.

As the gurus who invented call screening, curtailing any contact that isn't face-to-face as quickly as possible, and good old-fashioned ignoring, this strikes me as particularly apt.

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