The idea that speaking in a certain way can make people do things – persuasion on steroids, so to say – is understandably fascinating. This holy grail of communication studies is sought after by ‘professional persuaders’, politicians and copywriters, but also in non-professional situations. One example of wishful thinking of what is possible when it comes to the power of language is the Pick-up Artist (PUA) paradigm. PUAs are a community of self-designated or aspiring seduction experts; and it should come as no surprise that most members are men. While it is possible for PUAs to meet face-to-face, for example, at workshops organized by the so-called gurus (at no little cost to the students of pick-up), much of the interaction between the members takes place in PUA Internet forums and similar online venues.