A philosopher is setting out to conquer 'brutish stupid' porn by launching a website featuring 'nobler' erotica.
Despite the popularity of books such as Fifty Shades Of Grey, philosopher Alain de Botton wants to differentiate his 'new kind of porn' from 'elusive' erotica.
But he also wants to maintain the X-rated physicality of current porn for his website, named "Better Porn."
"Erotica realises there is a problem with porn and locates the issue in explicitness. If only porn were less explicit - the argument seems to run - then it would be OK. Better Porn starts from a different point of view", De Botton argues.
He aims to gather together a group of leaders in porn to launch his website, and hopes that his saucy smut will appeal to brains as well as, ahem, more primal urges.
Orgasming with 'Better Porn' should provide a union of body and mind, de Botton insists.
He describes success as "a site that parents would feel comfortable with their sons or daughters accessing at a certain age without particular shame" as well as something "fit for thoughtful, good human beings".
As part of the School of Life tour he is looking into how humans can leave behind current pornography.
Most porn "is so far removed from all the other concerns which a reasonably sensible, moral, kind and ambitious person might have." claims De Botton.
Drawing on inspiration from the Ancient Greeks, De Botton hopes not to ban porn but to have it "harnessed to what is noblest in us."
Is such a thing possible? Leave your thoughts in the comments below.