Eric Horowitz defends the idea:
[T]he popularity of the cards is a reminder that dating is an area where people really want improvements in comfort and efficiency. Our cars work well. Our TVs are in a definition that’s of sufficient height. But a lot of people are unhappy with the quality of their romantic life. That’s one reason why online dating continues to grow. And it will continue to grow because being in a romantic relationship is a big deal, and the current "market" created by social conventions is not coming close to maximizing efficiency.
The craziest thing is that I didn't have anything to do with it because it was a present. One of my best friends gave me 150 business cards on Friday because it was my birthday — he made them on Vistaprint. … My friend made the mistake of posting the card on Buzzfeed with my phone number on it. My phone is dead. I've been getting 20/30 calls per hour. I don't even know how many, it never stops.