To change the wrong notion that many people have about lovemaking, often caused by first exposure to sex through pornographic movies, a start-up company in New York is attempting to educate the public about what real love making is.

However, to do that, the company aptly called Make Love Not Porn has to show through rented videos how real life people make love, mistakes and funny situations included.

The company was established by Cindy Gallop, a branding executive, who explains the rationale of her business in this video.

The videos come from real-life couples, ranging from pairs to trios and even quartets. The site rents out the videos for $5 which allows the users 3 weeks of unlimited viewing.

For the site to accept the videos, the submissions must be consensual, captured in a contextualised, cliché free real world way and preferably the participants must use condoms.

Those who submit videos are paid $2.50 every time their video gets rents, and it has proven to be a profitable venture for some of the submitters who were earning in the first few months of the Web site's operations 4-digit income.

Ms Gallop stressed her business is not to battle pornography. "I want to help the porn industry, I want to help it find new business models ... It's not that porn degrades women, it's that business degrades porn," Mashable quoted her.

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