NYMAG - Oct 31 - Pure sex app has officially opened itself to the public but it had been forced to rebrand as an "instant companion finder," and take all the talk of instant sex to the subtext. Roman Sidorenko, Pure's co-founder commented that women are much more into meetings "right now" and have sex later if there is no pressure about having sex before the meeting. And they don't like the idea of committing to sex before the meeting. Staying within our concept "Help people to find company right here, right now within a specific context" we decided to change our marketing to "The right way to get a date. On-demand." And I don't think this is a pivot or change of focus.