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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.
Kate, the government analyst, has started using Tastebuds, a site based on music preferences.She signed up for JDate, an online dating site for Jewish singles.“All kinds of people are doing it,” says Caploe, 54, a publisher who lives in New York City.But the responses from the more active group suggest they’re highly frustrated.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.