The flaw in dating websites' business model came into focus last week. They seek to make money out of loneliness and sexual frustration but their services threaten the existence of those very feelings. It's not the same as selling food or porn, which satisfied customers return to buy more of. If a dating website has any properly satisfied customers, it'll never hear from them again. . . .
Whatever your view of the efficacy of the phenomenon, many of the dating websites themselves seem to think that simply introducing the single to the single doesn't constitute a viable commercial plan. There have to be lies to entice people in.