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This kind of data is worth millions to dating website owners and they will use it to capitalize on the user experience.

Ok Cupid co-founder Christian Rudder wrote on his blog that his site uses data and he's really not ashamed you know it.

The superficiality of new dating apps such as Tinder is described by relationship etiquette expert and co-founder of IDo Now Mara Opperman as, "This myriad of online dating apps have given rise to a pick and choose shopping behavior that emphasizes looks more so than ever.

We now browse potential suitors as if we're looking through a catalog, or better yet..

If you can inspire millions of people to join your site in the hopes of finding true love then the cash will start rolling in.

However, these colourful and hopeful sites have some dark secrets to hide and they would hate to reveal the real price of finding true love.

That’s how websites work." Basically if you use his site and allow him to obtain your information then - tough.

Their are many sites that are ridiculously specific, such as and uk, but generally the big name sites try to play their best cupid card.

With so little evidence that these new technology savvy formulas actually work in matching up the right people - you may become disheartened after answering 80 personality based questions for absolutely nothing.

These don't come cheap with charging .99 a month, e Harmony ask for a month and Perfect Match expects you to cough up .95 a month.

Some dating platforms such as Tinder, Plentyof and Ok Cupid do offer their service for free however just one look at the cliental and you'll soon be wishing you coughed up the money.

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