You should have read the description... As far as I've understood this project, (let me make no bones about the terms) it allows the wealthy men to pay for the gifts designated to their lovers (also one particular wealthy man orders presents to some of his love-mates), so I guess it would be hard these men's wives and other interested parties to find out on which items they spend their money. I guess that's the idea... But still, I wonder what makes the project an outstanding one if it is, of course.