This study investigates meetmarket, a South African online community for men who are looking for other men. Utilising a quantitative approach to queer linguistics, the article presents a textual analysis of a large corpus of personal profiles in order to map meetmarket’s ‘libidinal economy’. More specifically, the article seeks to tease out the ways in which the members of this community valorise, and thereby make more desirable, certain identities at the expense of others. This then makes it possible to understand the extent to which these men (re)produce or, conversely, contest and overturn dominant forms of social categorisation in their expressions of same-sex desire.