After a Vanity Fair article described Tinder as the harbinger of the "dating apocalypse," the makers of the app went on an extended Twitter rant and made some outlandish claims. 

The author of the article, Nancy Jo Sales, interviewed users of Tinder, the app that invites people to "swipe left" if a prospective date doesn't catch their fancy and to "swipe right" if they are interested in a match. 

"'Tinder sucks,' they say. But they don't stop swiping," the article reads

The diatribe on the official @Tinder account went on for nearly four hours and nearly 40 tweets. The account called the article, which was published online last week, "disappointing," "one-sided," and "biased." 

The criticism began with a bit of sarcasm at Vanity Fair's expense. 

It was when Tinder suggested that Sales should have contacted them first, rather than interview the app's users, that she responded. 

Tinder's rant continued with the company referring to its users as the "Tinder Generation," the "vast majority" of whom are using the app for "meaningful connections." 

That claim about users of Tinder in North Korea, where most people don't have internet access — let alone smartphones — was the source of much of the mockery the company subsequently received on Twitter. 

Sales herself indulged. 

A company that runs regular trips to North Korea quipped that it hadn't yet tried using Tinder within the country's borders. 

Meanwhile, many observers pointed to Tinder's Twitter rant as a cautionary example of how not to engage in public relations on social media. 

A few people suggested that they wouldn't have even known about Sales's article if it hadn't been for Tinder's tirade. 

It may be easy to think of the Tinder rant as another corporate Twitter fail and move on, but a tweet from a BuzzFeed reporter suggests that the tweet blast was actually pre-planned.