Of all the gay hookup apps Brennan Zubrick uses, Sniffies, a cruising app for men interested in discreet sex-positive casual encounters with other men, is by far his favorite. Some of the most popular kinks among members on the platform include edging, cum play, and BDSM. “I overwhelmingly prefer the experience I get and the community I can access,” he tells WIRED. But Zubrick, who is 40 and based in Washington, DC, has a bad feeling that could soon change. Tinder and Hinge parent company Match Group announced on Monday an investment of $100 million into Sniffies. The deal gives Match Group a large minority share and the choice to become the sole owner later on. The announcement has set off an intense firestorm of reactions from users who are second-guessing the direction of the company and the longterm sustainability of the app. “Sniffies has long held its market position as the little guy, catering to a specific section of the gay community, and is somewhere people who might not be comfortable with Grindr—where no face-pic, no-chat culture runs rampant—go to connect with other like-minded people in a more direct and discreet way,” Zubrick tells WIRED. “This partnership is about supporting that, not redefining it,” Sniffies founder and CEO Blake Gallagher said in a statement, noting that the investment will help the platform focus on three key areas users want: “stronger trust and safety, expansive network growth, and continued product improvements.” According to the agreement, Match Group will offer guidance on the right roles, procedures, and tech to help Sniffies build on its trust and safety efforts. But users aren’t buying what Gallagher is selling. The Instagram post announcing the news was inundated with negative reactions, as users expressed worry over the strategic partnership. “Please don’t let this be the straightification of sniffies,” expressed one. “You sold out. Plain and simple. Where we moving to next boys?” added Marc Sundstrom, a user in Phil