The aim of the study is to clarify contents of social controls after deviation and role of virtual communication in shaping notions about norm/deviation. Results of an investigation into promotion of consumerist values in intimate human relations via Internet-space are offered exemplified by forms and methods of promoting (a)-social ‘Pick-up’ project. Three elements of the process are emphasized: self-presentation, presentation of product, and contents of consumerist discourse in related site. Each element is studied, describing its basic characteristics.