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"We think of it as speed dating for cars," says Mr Muir, 43, who was formerly in marketing with Michelin.
He's got a point; just like speed dating it's new, quick, exciting - and it could lead to a lasting relationship. Driving Seat offers around 20 minutes in each car and personally I'd want a lot longer.
Plus, remember that All Men Are Perverts and always want sex, so there's the perception men raped is weak and unmanly, and therefore he's comically pathetic and must have deserved it.
This is part of why even when it's not supposed to be funny, it's still considered funny.
And it means they can compare the models back-to-back, in detail.
The firm provides up to four cars matching the buyer's specification and wallet for a fee of [pounds sterling]250 - which is refunded when (or if) the motorist places an order.
Experts from Race Marketing Associates - who regularly organise track days - oversee the event and sit alongside drivers to make sure they don't try anything too heroic around the bendy bits.
Once buyers decide which model to choose they negotiate a price with the franchised dealer that provided the car and arrange a delivery date.
"It means they can make direct comparisons, which is almost impossible to do when you have to drive around from showroom to showroom up against a deadline at the weekend.Because the idea of such a violation of masculinity is such an extreme taboo, audiences are uncomfortable with contemplating rape as something that could actually happen to any man, and often resort to Black Comedy as a way to cope by making the idea seem harmless.The male-on-male rape scenes in are obviously supposed to be horrific; however, they are routinely snickered at.With this postulate in place, men aren't supposed to be victims, especially not of anything sex-related since a "real man" is always the one putting their penis into other people.Thus, the victim of male-on-male rape has been humiliated and defeated in the worst way possible as well as robbed of his masculinity, while the perpetrator will strangely be considered as exceptionally virile for having been able to sexually dominate a man.