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Christian Rudder, one of the founders of Ok Cupid, described these people as “surrounded”.So, while in a bar or similar situation you can tell when a person is popular quite easily, and so might prefer to flirt with someone unattended to, on a dating website that “surrounded” factor is obscured.After all, dating sites are predicated on singledom.And while presumably there is no nefarious conspiracy to keep the world’s singles out of wedlock and stuck on the internet, you do have to wonder just how smart it is for a dating site to pair anyone up at all.But, while most of these businesses want to cater to happy relationships, a successful matchmaker needs couples to flourish, for the testimonials, but it also, and more importantly, needs a ready supply of unhappy singles. Online dating arrived with the web – in the early nineties – and was an evolution of the commercial matchmaking services of that time: lonely hearts ads, video-dating and so on.But, unlike its predecessors, which were seen mostly as a service for undesirables, online dating quickly rose out of infamy and into the mainstream.In 2005, 37 per cent of single people in the US with access to the internet said they used online dating.The figure is even higher today – though it’s difficult to find consistent numbers.

Research decades old has shown that what people say they want, and what they actually go for, are really quite different.A very subjective version of “science” is deployed in place of efficient matchmaking.Instead of fixing holes in a flawed concept, dating websites are fixing holes in the user’s online experience to make them spend longer on the site, so they can be served more advertising.Most popular websites today, like e Harmony, Ok Cupid and match.com, feature quizzes, which ostensibly help line you up with your soul mate.This the ubiquitous sales-pitch of online dating: they net you the man, woman or vampiric lover of your dreams.

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These structural problems plague an industry which, to be fair, is still quite young.

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