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WASHINGTON (WUSA9) -- Okay this is either really cool or really creepy: Virgin America is rolling out a new feature called "seat-to-seat delivery" which allows passengers to try to win the affections of other passengers by ordering them drinks.

Sir Richard Branson announced the new program on Virgin's Youtube page last week.

"Just order a drink, meal, or snack (via in-seat touch screen), (and) select his or her seat," Branson explains in the video.

In case it wasn't totally apparent that the goal is to give people an easier way to hit on fellow passengers, Branson made it crystal clear.

"I'm not a betting man, but I say your chances of deplaning with a plus one are at least 50%," he says.

Watch the full video on Youtube.

So...really cool or really creepy? I guess only time will tell.