A growing practice reflecting hookup culture and technological entrepreneurship, a "sugar arrangement" is a "beneficial relationship" between a "sugar baby" and a "sugar daddy". In exchange for financial support, a sugar baby offers dating and companionship. In this study, I explored sugar culture in the United States: the reasons individuals are attracted to it and the benefits sugaring provides for them. I examined 90 sugar baby profiles and 108 sugar daddy profiles on SeekingArrangement.com; I also studied discussion forums and responses on LetsTalkSugar.com. Participants perceived sugar dating to be drama-free, casual, mutually beneficial and different from conventional romantic relationships. Sugaring provides a discrete, short- or long-term arrangement for individuals who attempt to avoid the stigma associated with commercial sex workers. A key finding was that both sugar babies and sugar daddies described techniques to mentally and emotionally distance themselves from being associated with the sex industry.