A new crop of online social-networking sites has taken aim at the rich, seeking to create exclusive Web communities of like-moneyed friends. The sites — essentially MySpace for millionaires — promise safe havens for the affluent where they can flirt, swap advice, plan parties and find new pals without mixing with hoi polloi.
The sites — the best known is aSmallWorld.net — borrow many of their rules from blue-blood social clubs. People must be invited to join. Membership decisions seem to be based on an applicant’s education, job title and connections, since it’s difficult to verify wealth levels. Those who engage in improper behavior, like trying to mingle with strangers or sell products too aggressively, are kicked out.