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Going to university is an expensive endeavour, with the majority of students saddled with thousands of pounds worth of debt, for years to come.
In a bid to ease the financial difficulty, it seems some students are signing up to a website, seeking.com, to find a 'sugar daddy' who is willing to offer support.
According to the website, more than 475,000 students in the UK are turning to wealthy, older men for help.
It says: "On average, students receive a monthly allowance of £2,900 among other benefits, including networking opportunities and career or business advantage.
"Student sugar babies in the UK can get help paying for other university-related costs, such as books."
So how does it work?
'Sugar babies', as they are called, create a profile telling potential suitors exactly what they are looking for and for how much. And in a fairly creepy twist, if they register with a university email address they are bumped up to a premium account, according to the Mirror.
They can also choose from a list of categories, including body type, age, ethnicity and height, to filter through the kinds of men they want to meet.
One young student wrote in her profile: "Seeking somebody to help me out finally in a way that is suited to them, as I am fully flexible. Open to other sorts of arrangements but will have to be discussed first."
Another claimed she was not an escort but said: "Everything is negotiable, preferably with a glass of wine. I don't want any drama in a relationship, just have a good time together beneficial for both of us. I love good manners and a sense of humour!"
'Daddies' who sign up to the site are asked to include how much they make and their net worth.
One property magnate who had signed up to the site, claimed her was worth £1m and earned £100,000 per year.
In his profile he said he wasn't just looking for an 'online only' relationships, sending pictures 'at various stages of undress'.
He wrote: "I enjoy eating out and fun conversation with a lot of banter. I am interested in learning what makes you tick and hopefully adding something positive to your life and you adding a positive to mine.
"I'm not looking for an online only or sending pics of each other in various stages of undress. I wish to be discreet and need you to be also.
"I'm looking to meet in person after chatting on here, chatting by text, or chatting or by phone. I'm not looking for a long-term relationship initially, but someone who is willing to give a break from reality and the usual daily grind."
Another wealthy big-timer said he was a 'geek' worth a whopping £5m.
His profile said: "Weekends away, European breaks, F1, something of a petrol head...like my women like my cars...fast, sleek and classy."
And said the 'baby' must be "attractive, intelligent, articulate and a non-smoker and know how to conduct herself in public and private."
Well, that's fairly grim.
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