Take Karma, a third party hired to handle the guest list for the famous Maxim party. Karma's vetting includes examining applicants' Facebook profiles. You're either denied access, or you make the cut and can pay to get in.
Or, if you're lucky, you can get in for free.
On its website, Karma says Maxim is granting sponsored tickets to "qualifying and beautiful stylish people."
But not everybody is on board with that approach.
"I'm supermodel status, but I don't agree with that," one visitor to downtown told ABC13 in an interview.