“These are my prime years,” McHale says. “Every year I’m happier with myself and my life. I’ve got a great career with a very good company, I’m highly respected, so right now is a very fun time for me.”

Marc (who asked that his real name not be used), 33, a film and music-video director in Toronto, kept his house in an arty downtown area of the city after his marriage ended a year and a half ago and began dating with the abandon of a 23-year-old: “I’m rebuilding the years I missed. The feeling of being able to sit on your couch at 11:30 at night and think, I feel like going out, and just going, and not having to answer to anyone. That stuff is stuff we take for granted when we’re single. That’s a great feeling.”

And finding female companions to go out with has been made easier for guys like Marc and McHale by modern technology—some of which is rightly considered the domain of twentysomethings. “MySpace is the key to a single life,” Marc says. “You wake up to a hundred girls telling you how hot they think you are, and most of them are like, ‘Let’s hang out.’ It’s unbelievable the amount of people, especially girls, that I’ve met.” True enough, his MySpace comments board is littered with remarks from the women who number among his 6,000 friends, including one very friendly magazine model.

“You can see why these guys would be a desirable marketing target,” says Mack, the ad-industry trend spotter. “This is a prime opportunity for companies trying to build brand affinity. These men are making their own purchasing decisions without having to consider anyone else or compromise.”