See Nick Carr about an essay of two Wharton professors:

"So," the authors write, "what drives modern marriage? We believe that
the answer lies in a shift from the family as a forum for shared
production, to shared consumption ... the key today is consumption
complementarities - activities that are not only enjoyable, but are
more enjoyable when shared with a spouse. We call this new model of
sharing our lives 'hedonic marriage.' ... As consumption increases, so
too will the demand to have someone with whom to share these pleasures."