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"We think it could be especially popular with people aged 40 and over, because they are already comfortable with Facebook," he says.
"They might not want to try a dating app, but something like this will feel more straightforward." However, the first-time entrepreneur admits that some people could find the Lovebook concept "creepy".
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"But if you promote it from your own Facebook page, your ads are likely to appear on friends' and family's pages," says James.
"We create a new Facebook page for each user, and have a specific methodology to target the ads from that page, so that you're not wasting leads on your relatives." The potential for Lovebook is vast, claims James.Get dating advice and anecdotes from our very own Match bloggers on all things relationships!Our writers explore and prepare you for the thoughts and feelings we all experience on our dating journey to keep things fun and interesting."It's not for everyone, but we think it's a really efficient way of finding dates online," he says.The Big Short, the film adaptation of Michael Lewis' book of the same name about the causes of the financial crisis, opens in UK cinemas this weekend.Lovebook offers three packages, which promise different levels of Facebook reach.