BeautifulPeople.com has made the headlines in its two-year existence – first for designing an online dating service based on members’ looks, then for kicking 5,000 people off it for “getting fat”.

Its latest venture is now raising eyebrows, as well as ethical questions: A “virtual sperm and egg bank” enabling would-be parents to find potential donors on their site.

The company calls it a noble initiative to help the fertility-challenged, but critics call it an unsettling fixation on the physical, encouraging Beautiful People’s quest to make Beautiful Babies.

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