Oops. It seems like Konami's inventive marketing campaign for the DS dating sim Love Plus may have been a little bit too successful.

Moving an impressive 46,426 copies in its first week (beating out Idolm@ster-killer Dream C Club), the game apparently captured married and other attached men in its high-school-aged snares. And the men are eating it up, some hooked so thoroughly that they're sleeping next to their DS's and taking them into the bath.

Forums have been set alight as to whether lavishing more attention on one's cartridge-based girlfriend is considered "cheating."

To me this whole thing is a tiny bit overblown, in part thanks to the relatively unique circumstances of the game itself. I imagine these complaints would sound less interesting if Love Plus' virtual girlfriends appeared more along the lines of an inhuman pet ala Tamagotchi, etc.