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The images were displayed on billboards around the county however many were banned.Beautiful People then placed the banned billboards on the back of trucks which were driven around New York.
A helpline was set up by Beautiful for users who were removed from the site and who falsely believed they were beautiful.
The media dubbed the virus "Shrek" after the animated film with an underlying story line of how looks should not matter.
Beautiful People regularly hosts events for its members in major cities around the world.
In order to gain entrance to Beautiful events, attendees must look as attractive as they have represented themselves online or they will be turned away by the door screeners, who the media have coined the Beauty Police.
Beautiful is an online dating service where applicants to the website are voted in or out by existing members of the opposite sex over a 48-hour period.