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"They might not want to try a dating app, but something like this will feel more straightforward." However, the first-time entrepreneur admits that some people could find the Lovebook concept "creepy".
"It's not for everyone, but we think it's a really efficient way of finding dates online," he says.
No doubt they were doing the same thing – I suspect I am a net producer of Facebook missives.
As I enter the adult world, however, I find its beguiling mixture of the intimate and the public is starting to grate.
"We create a new Facebook page for each user, and have a specific methodology to target the ads from that page, so that you're not wasting leads on your relatives." The potential for Lovebook is vast, claims James.
"We think it could be especially popular with people aged 40 and over, because they are already comfortable with Facebook," he says.
How will the story stack up against the greatest films about business?
After processing your payment via Paypal, Lovebook creates a unique profile page for the customer, using three photos, and buys targeting Facebook advertising for the campaign. You pitch for love will be shown in paid ad slots across your targeted groups, reaching tens of thousands of people.
The Big Short, the film adaptation of Michael Lewis' book of the same name about the causes of the financial crisis, opens in UK cinemas this weekend.
He's been dating one lead, Sarah, for the past two months.
"The experiment was so successful that I decided there must be mainstream potential for a service like this.
The most expensive option is Casanova, which also comes with a 10-minute pep talk before a first date. The majority of this cash is spend on the ads themsleves but Lovebook makes a small profit on each campaign.
"We have no overheads," says James, who is the sole full-time employee of the company.
Some friends, the occasional sibling, but mostly a huge, interactive menu of sexual roads less travelled. Why else would it constantly urge you to ‘reconnect with her’, or ‘send her a message’?