A woman in Portland, Oregon, named Samantha Hess has opened a new business called Cuddle Up to Me. It is, just like it sounds, a professional cuddling establishment.

For $60, Hess says you get “the level of human contact that we want or need in order to be our optimal selves,” according to People magazine. The session includes an hour of spooning, hair strokes, hand-holding and an assortment of positions. Hess maintains that her shop is not “adult oriented.”

Call it commentary on the lack of human contact in today’s society. Call it a ludicrous endeavor.

I call it entrepreneurship. Hess told her local Fox affiliate she’s gotten as many as 10,000 emails in the first week.