The Accidental Sales Pitch: Did Vice Just Make the Case for the “Girlfriend Experience”?
15 December 2025 Recently, Vice published a sentiment that has been quietly circulating in the upper floors of modern relationship discourse for some time. It read: “Managing his stress. Interpreting his moods. Holding his hand through feelings he won’t share with anyone else. All of it unpaid, unacknowledged, and often unreciprocated. Is it any wonder women are fed up?” On its face, this is a lament - an exhausted sigh from the front lines of heterosexual intimacy. A familiar grievance about the imbalance of emotional labour. Perfectly understandable. Entirely recognisable. And yet, if one reads it with the detachment of a management consultant or a venture capitalist - someone trained to smell a market opportunity through three layers of moral language - something rather extraordinary happens. That paragraph stops being a complaint and starts reading like a prospectus. Without meaning to, the author has written perhaps the most compelling advertisement yet for the “Girlfriend Experi...