There has been a recent rash of Canadian media covering stories on the topic of “sugar babies” and their “sugar daddies“.

Apparently, a shift in the sugar daddy culture has resulted in more complex reasons why people engage in these “mutually beneficial” relationships, so the narrative goes.

The most recent story from last week focused on how Vancouver has become the sugar daddy capital of Canada — a title, no doubt, that will rub west coasters with delicate sensibilities the wrong way.

“Vancouver sugar daddies spend $4,307 monthly on their younger counterparts on average, more than anywhere else in the country, according to a study by ‘the world’s largest Sugar Daddy dating website,’ SugarDaddyCanada.com,” CTV reports.

The study also found that Vancouver sugar daddies are, on average, 40 years old and make $292,506 annually. They spend almost $1,000 more a month on their sugar babies than Toronto sugar daddies.

In what seems to be an attempt to gain legitimacy for his business, Sugardaddycanada.com website founder Fred Lee, has released a slew of media statements over the past several months on the topic of sugar baby and his website.