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OKCupid is also a dating site, a lot like Match actually, but best known for: Being slightly cooler. "Advertising-based category" is code for "also pays to acquire users," "does not grow organically" and "not a social network." See, despite the undeniable fact that the social era has arrived -- mutual friends, followers, first-degree connections, APIs -- the dating sites wallow in primordial username soup (so that's where you've been hiding, nycprince03! Usernames are why dating sites can't grow on their own, like social networks. They added 5.4 million paying members in 2009 and 6.9 million of them in 2010. Which brings us back to the OKCupid acquisition, which I predict will to have the rejuvenating effect of a spray tan, which should be cause for concern. Guess how much Grindr spent to acquire over 1 million users across 180 countries in less than two years? That's the one place you don't want your friends, or your partner, or your family to join you.
Some members make it through to the date filter, then you filter them out, and if you're lucky you find a mate and get the hell off the site. (But, get this, the ads are getting too expensive.) To Match's credit, it's not like they haven't tried to grow "organically." Notable experiments include a mobile dating service called Match Mobile they launched way back in 2003 (and again in 2007), and a 2007 attempt to integrate with Facebook, called it Little Black Book. You don't invite your friends to join you on Match, you don't know what friends are already there, and you don't make new friends while you're (paying to be) there.
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Maybe they should have tried to buy Grindr instead. It's a "location-based mobile app" better known as the app straight people are jealous of.
With the rise of photo apps like Tinder, it’s clear there are much quicker and quirkier ways to find your better half. The drinks are prepaid and Grouper tells you exactly where to meet up, so all you have to do is decide who should tag along. Maybe all three of you will find a love connection.
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