The word "serious" means opposite things to different types of people. To polarise for discussion's sake :
"Sentimentalists" will consider any rule that is unchallengeable to be "serious", whereas "Rationalists" will consider it to be "a joke".
"Rationalists" will consider any rule that is subject to qualification to be "serious", whereas "Sentimentalists" will consider it to be "a joke".
Therein lies the issue with advertising for serious relationships ...
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