 For example, when the 1995 book "The Rules" appeared, it touched off media controversy about how men and women should relate to each other, with different positions taken by columnist Maureen Dowd of "The New York Times" and British writer Kira Cochrane of "The Guardian" and others.It has even caused anthropologists such as Helen Fisher to suggest that dating is a game designed to "impress and capture" which is not about "honesty" but "novelty", "excitement" and even "danger", which can boost dopamine levels in the brain.The subject of dating has spun off popular culture terms such as the "friend zone" which refers to a situation in which a dating relation evolves into a platonic non-sexual union.