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Wavebreakmedia Ltd

Do you want to be the big spoon or the little spoon? Whatever your preference, Jacqueline Samuel, a 29-year-old grad student, will accommodate.

She's the founder and sole snuggler at the Snuggery, located in Penfield, N.Y. She charges for snuggles – that's right, cuddle sessions. According to the website: "She aims to make the world a gentler place, one snuggle at a time." An hour and a half will run you $90.

Can you make a business out of spooning? Is this a weird cover-up for a sexual service?

"Everyone keeps asking how I came up with the idea," Ms. Samuel says from her home. "There's no other answer except that I just have always really liked to cuddle."

And since many services and goods offered in today's consumer society don't offer a healthy, positive outcome, she decided to offer a basic non-sexual, old-fashioned snuggle. "It just makes you feel good."

Of course, the world is full of avid snuggle-haters. Not to mention people who will think the concept is just plain kooky.

"The vast majority of the population will not utilize my business," she acknowledges. "But it kind of doesn't matter."

Her business is booming with the niche crowd that is okay with "getting close with someone they don't know well." Currently, her clientele consists entirely of (surprise, surprise) middle-aged professional men.

"Men just feel more comfortable paying for a service like this. I've thought about offering a male snuggler for women – I just haven't gotten to that yet."

The service, she says, is non-sexual – although her website says "sexual arousal" during the session is perfectly normal. Ms. Samuel always talks with the men ahead of time, before deciding to meet in person for the snuggling ("loose-fitting, natural fibre clothing" is recommended).

So what about all the talking about feelings that often goes hand-in-hand with a good ol' spooning? She is adamant she's not a therapist (she is studying social work and makes income through rental properties). Regardless, all of her men open up during the cuddle fest. "They tell me about how their days went, how their families are – we just talk."

Is this insane, or kind of sweet? Could you use a good snuggle now and then?