I have been involved in the online dating industry for over 5 years due to my online matchmaking startup. I have felt quite disappointed in all the tricks & subterfuges that are used by most sites to make money. I determined a long time ago that probably the reason for this is that most sites are founded & run by men. If you’ll permit me to generalize, men usually have different perspectives about finding a mate. And unfortunately their focus is usually on making money rather than seeing people find great matches which to most of these sites means loss of membership & therefore revenue. In the last couple of years we are seeing more women founding sites & female CEOs so hopefully they can turn things around somewhat in this industry. Because if I continue with the generalization, women have a higher priority & instinct for finding mates. And believe it or not offering a great service does not equate to an either/or situation i.e., money or great matching service but can actually bring balance into an industry that is totally out of whack & does not have a great reputation!