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“It was—unbelievably—not a crazy experience.” Online dating has certainly lost its lonely-hearts stigma.

Just look at how many people seeking dates or mates are flocking to matchmaking sites and apps.

They gave online dating sites the lowest satisfaction scores Consumer Reports has ever seen for services rendered—lower even than for tech-support providers, notoriously poor performers in our ratings. Well, finding a mate can be arduous and exhausting.

Online dating is different from shopping for, say, a sweater, he explains: “Once you decide on the sweater you want, you can get it.

But with dating, the sweater has to agree, too.”Another reason for the low satisfaction scores may be that “most dating sites have some misalignment between profit model and user experience because they are financed through subscription fees or advertising,” says Scott Kominers, Ph.

D., a junior fellow in economics at Harvard University.

In other words, there’s no incentive for them to make the experience speedy.

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