I have no objection to the website operator wanting to cater only to people who want serious relationships, but calling flings and hook-ups "smut", with the implication that people who engage in such activities are "smut-makers", is extremely unprofessional and disrespectful, to say the least of it.<p>In addition, there are many people who are open-minded about casual sex but want serious relationships, perhaps with someone who shares their values on sexuality, but these people will have been turned away (as well as their not-so-open-minded friends who think the operator has no right to be a jerk toward their friends), thus reducing the usefulness of the website altogether, not only for those who have such values, but for anyone who might have otherwise found a good match with them or their friends.<p>In general, promoting your business as inclusive and caring while tarnishing the reputation of your previous employers and insulting other people have done no wrong to you is more than a little hypocritical.