T-Mobile sells phone services, but I think this advertisement (on gay pride day in Amsterdam) provides a genius way for people to "marry a friend" because #sharelove. This is not about gays, as much as showing your love to the world (even via selfie!) without asking for approval under some government's definition of whom you can love or marry.
(As an economist, I cannot stand the "restraint of trade or contract" implied by narrowly-defined marriage laws. Let people contractbind love with whomever they want.)