Get paid for a first date?

So there's this website out there on the WWW called WhatsYourPrice.com.  Basically its a site where one can create a profile and other users can bid for a date.  For attractive ladies, its free or so they say.  I heard about this on the radio this morning.  One would think that this kind of site would be illegal but since they aren't actually paying for sex and only paying for a first date.  I find it weird...I mean whatever happened to meeting someone at work, school or a bar and now you can have people bid on a first date with you.  Talking about the silly thing only lets more people know about it but still I found it odd and need to voice something...Cheers!!