That's probably related to the Age of the Narcissist we are living in.
It is totally un-Christian and we can expect more of it as we continue on into the post-Christian West.
I agree - it’s totally unChristian. Marriage is supposed to be a type of the relationship of Christ to the Church (or the other way around) and there’s no place in that for sex outside marriage for anyone. Both men and women should be committed to chastity, which means sexual continence outside marriage. Even if a couple has sex only with each other, and later gets married, damage is done.