An Italian philosopher and a tech start-up CEO are attempting to launch an "ethical porn" website where all of the profits will go to charity.
Describing itself as an "ethically inspired" site "whose primary aim is to generate money to fund causes", the team at Come4.org are adamant that they could change the world one orgasm at a time.
The idea is simply to allow people to upload their own porn for free - and to choose a cause from a selection on the site for which their work will raise money.
Any advertising sold against those videos would go to charity.
The team trying to build the site are Marco Annoni, a philosophy researcher, and Fliz CEO Riccardo Zilli.
They argue that of their site could raise just 1% of the $100bn generated by porn online every year, they could raise serious wads of cash for good causes.
Come4.org write on their fund-raising page: "Just imagine, if we collected just 1% of the money made by the porn industry, how many great things could we finance with a billion? What would you do with this money?"
They also promise that their cash flow will be "absolutely transparent", that they will build a "smooth, enjoyable and friendly" website, respect users' data and remove inappropriate content.
Come4.org are now looking for just over $12,000 to build their site and pay for initial costs. So far they've gathered $4,800 via the crowd-funding website ulule.com - and are offering gifts including buttons, stickers and branded condoms to anyone wanting to donate funds to the project.
The site's makers also promise that it will provide a new way to look at porn, which they say is not "intrinsically bad".
"[This] is actually about addressing very serious issues, including people's right to freedom of expression and privacy, the relation between Internet and people's sexuality, and the necessity of a critical, global reflection on the impact, role and ethics behind todays on-line pornography."
They add that current online pornography "fosters a one-dimensional perspective that is often fake, violent, macho-centered, and in many cases barely legal... we, as a self-aware community, can do better than this."