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A member's list of matches does not indicate which members are paying or non-paying, so users may not be able to communicate with all of their matches.A 2010 article published by the Harvard Business Review attributed the success of eharmony's system to their large membership base, their efforts to exclude people who are not serious about dating, and their membership fees being more expensive than the fees for other dating websites.
Matching algorithms, which the company believes match people's core traits and values to replicate the traits of happy couples, use these answers to match members with users the company believes will be compatible.In 2018, the Advertising Standards Authority stated that an eharmony ad which included the lines, "It's time science had a go at love," and "Imagine being able to stack the odds of finding lasting love entirely in your favor," was misleading.When the ASA asked for evidence supporting eharmony's claims that their scientifically proven matching system increases the odds of finding love, eharmony was not able to provide any.This is why many dating websites are still making millions and will continue to do so for a foreseeable future.
With only 51% of American adults now married, dating websites have become a big business.
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