Ben Shephard, a presenter on the British television show This Morning, criticized Shimon Hayut—also known as Simon Leviev—during a live interview on 16 September for what he called "distasteful" remarks. Hayut, who is the subject of a Netflix documentary that explores how he used the dating app Tinder to emotionally manipulate women into giving him large sums of money, described his portrayal in the film as "nice." Shephard interrupted Hayut, arguing that calling the experience "nice" was inappropriate and "really distasteful." He emphasized that "there was nothing nice about what these women went through," referring to the emotional and financial harm inflicted on the women involved. The documentary has drawn significant public attention and sparked discussions about online relationships, emotional manipulation, and the ethical responsibilities of individuals in the digital dating space. Hayut has since announced plans to launch his own dating app, a move that has raised eyebrows among critics and observers. While details about the app remain unclear, the announcement comes amid ongoing scrutiny of Hayut’s past behavior and the broader implications of his actions. His new venture may be seen as both a response to the controversy and an attempt to rebrand himself in the online dating industry. The interview highlighted the tension between personal accountability and public perception, as well as the challenges faced by individuals who have been exposed in media for unethical behavior. It also underscores the ongoing debate about how society should respond to those who exploit digital platforms for personal gain.