The purpose of the fauxmance is usually: to willingly provide a celebate rouse for one or both partners true sexual orinetation until one or both are ready to come out.
It is often employed as a marketing ploy for films and major Celebrity couples.
Doris day (Hetro) and Rock hudson ( Gay)
Latest speculated Celebrity fauxmance
Robert Pattinson (Hetro) and Kristen Stewart (unconfirmed)
mainly borne from reality tv shows such as big brother uk.
the best examples of this behaviour can be seen in magazines such as OK and Heat,
they grab the nearest and equally desperate z-lister to "fall in love" with become the new "it" couple.
As their 15 minutes of fame ticks down to the to their eventual signing on date at the DSS, following the perfume failure, exercise/diet dvd, primark clothing line and appearances on game shows have dried up.