People who are incapable of having any kind of intimate relationship have to turn to feeling this incredible hunger and void have to turn to some quantifiable external product to make them feel whole.
When a positive exchange between a brand and customers becomes quantifiable metrics it encourages brand to provide better service customer service to do a better job and consumers to actively show their gratitude.
The idea of a soulmate is beautiful and very romantic to talk about it in a movie or a song but in reality I find it scary.