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Perhaps beyond just charging for messages, sites could adjust the price according to how high quality someone's engagement seems to be.

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"I think it's clearly the best site in its competitive set, with better features and a more distinctive personality than any other advertising-based site." That sounds about right.

For every dating site or app that charges close to $40 per month, such as Match, e Harmony, or JDate, there are plenty of other popular ones like Ok Cupid or Tinder that are free.

In addition to the Ok Trends blog, visitors to the Ok Cupid site are given their own personal blogs, the ability to instant message, photo albums, and access to quizzes and games.

Should Blatt force Ok Cupid's Sam Yagan, who will continue to run the site from his offices in New York, to remove any of those features, users will flock elsewhere."Ok Cupid has been a real innovator in our space, and the dating environment they've created has struck a chord with a younger demographic," conceded Blatt.

“There are people of different intentions on every platform; it’s more important what your intention is.” Perhaps the key factor that determines whether you’ll like a site is not the price to join but the kind of people you find on it and how they behave and communicate.

“That’s the real issue—how happy are people with their interactions on the dating sites,” says Scott Kominers, a lecturer in economics at Harvard University.On April 7, 2010, Ok Trends, the popular Ok Cupid blog that summarizes dating research, ran a story entitled "Why You Should Never Pay For Online Dating." Curiously, that post appears to have been removed from the site.(Celebrating the idea, several other websites still link to where the post once lived; visitors are automatically redirected to the Ok Trends landing page.) Could that be because Match.com, a long-time player in the dating game, just purchased Ok Cupid for million in cash?“I’ve always assumed that putting anything behind a pay wall makes it more attractive and weeds out the casual users and trolls,” agrees Joseph Lynn, a Chicago man who used e Harmony and Match as well as a few free sites.“The fact that e Harmony matched me with several women with whom I shared common interests led me to believe that I was seeing more quality matches.” At the same time, you shouldn’t write off a site just because it’s free.For comparison, the sixteen-year-old has 1.3 million paying subscribers, a number that Rudder tore apart in his April 7 blog post.

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