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the term can also be used for a relationship when a girl or guy "advertises" her or himself as being something s/he's not and in the end ends up being a shoddier "product" -- a lesser person than was originally promoted. for example a guy might start out being really attentive to a girl he wants to go out with: lots of emails, text messages, dates, flowers etc... and then once the girl has committed to the guy in some way he turns off the attention and hardly ever calls, no more flowers, hard to get hold of etc...
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