The shaky science of online dating

Ten years ago, online dating was seen as the last refuge of the desperate; today it’s mainstream enough that the worried parents of some of my unmarried friends urge them to keep their online profiles updated. Estimates vary, but tens of millions of Americans use sites like Match.com, PlentyOfFish.com, EHarmony, OKCupid, and Chemistry.com, along with niche dating sites like JDate (for Jewish singles), Gay.com, and SugarDaddie. A single person today doesn’t have to be content with whom they might meet at work or a party, or at church or the local bar. They can go online and browse millions of profiles to find that special someone who shares their love of yakitori, corgis, and Ultimate Fighting. Many sites take things one step further, offering, through proprietary algorithms, to pick a perfect match for a person out of the cacophony of online profiles, with an accuracy that puts human matchmakers to shame. It’s “science-based” matching.
http://www.businessweek.com/articles/2012-04-04/the-shaky-science-of-online-dating

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