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Not too many years ago, mainstream porn was getting boring. It was making skips full of money, as ever, but in terms of creativity it was, perhaps appropriately, on its knees. The adult industry had become too adult. A lot of mainstream films lacked fun and personality. And the formulaic ‘insert close-up, three positions, money shot, wrap’ made them predictable and boring. It was all too old. It needed creative stimulation.

At the same time, tattooed, pierced, ballsy, real women were thriving on the internet, and in certain magazines (ahem), and the female pornstar cliché of a bleached blonde with enormous implants and rust-coloured skin, playing dumb, was an anachronism.