It makes me wonder what similar ideas are out there. For the majority of people, social capital is the most valuable kind of capital there is. Facebook itself is kind of a social hack, and there's a lot more value there. Plus, this is one of the best things to happen to nerdy high school kids. It's like the "I have a girlfriend but she's in canada" on the next level.
If you find this business to be repugnant, who do we blame? These enterprising brazilians for starting the website? Or ourselves for being so influenced by relationship status and physical appearance? The human brain is based on simple rules and you can't blame someone for capitalizing on that.