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Coupled with data released by the dating app Tinder showing that only 26 million of the 1.6 billion swipes that the app records per day actually result in matches (despite users spending on average about an hour and a half per day on the app), an article published in the December 2018 issue of The Atlantic concluded "Unless you are exceptionally good-looking, the thing online dating may be best at is sucking up large amounts of time." The site revealed that one experiment included removing users' profile pictures on January 15, 2013 ("Love is Blind Day") and analyzed user responses to messages, conversations, and contact details.
In 2001, they sold Spark Notes to Barnes & Noble, and began work on Ok Cupid.Although the company later clarified that nicknames or initials would be acceptable, and it has been noted that unlike other dating sites that encourage the use of first names, Ok Cupid "encourages long profiles full of intimate details, including candid answers to questions about sex and politics", making connecting that information with a real name more problematic to users.In 2017 Ok Cupid reported on twitter that they had removed Christopher Cantwell's user profile for being a white supremacist after a woman reported receiving a message from him.Ok Cupid co-founder Christian Rudder stated in 2009 that the male Ok Cupid users who were rated most physically attractive by female Ok Cupid users received 11 times as many messages as the lowest-rated male users did, the medium-rated male users received about four times as many messages, and the one-third of female users who were rated most physically attractive by the male users received about two-thirds of all messages sent by male users.Additionally, a study published in the August 2018 edition of Science Advances by researchers at the University of Michigan and the Santa Fe Institute found that users of an unnamed, popular, and free online dating service in New York City, Boston, Chicago, and Seattle typically pursued potential partners ranked on average 25 percent more desirable than they were (as measured by the Page Rank algorithm).
Users were asked instead to consider other browsers.