Online dating sites use market metaphors to match people.
Match metaphors are conceptual frameworks that allow individuals to make sense of new concepts by drawing upon familiar experiences and frame-works.
Research about social networking reveals that the online dating services driven by subscriptions offer the least amount of social networking opportunities.
The dating services modeled on the free-at-the-point-of-use model scored much higher as many of them utilized the Circle of Friends social networking method and a wider number of online community genres.
Such sites earn revenue from a mix of advertising and sale of additional options.