Matt Homann, its founder, says, "This is the business of helping [clients] tell a lie — we’re thinking of it more as a shield — to have the excuse ready in hand and not have to be uncomfortable." [BuzzFeed]
Fake girlfriend services are not new. I've posted about quite a few of them here, including FakeGirlfriend.co, Cloud Girlfriend, Girlfriend Hire, and ImaginaryGirlfriends.com.
This market niche seems to have become quite crowded.