The problem
The old business model is broken.
When dating apps rely on subscriptions, it’s in their interest that you stay single.
The wrong objective
Love removes customers.
You’re used to dating apps that need you to subscribe to survive. That’s why the free product gets worse and worse. The endless feed, the intermittent rewards, the flood of low quality candidates — it’s not an accident. It’s the whole point.
The gender imbalance makes them money
What’s bad for women is good for business.
When the apps are roughly 70% male, women feel overwhelmed and men fight for their attention. So they start to pay. Boosts, roses, priority likes.
The apps could fix the experience for women, and for men. It just makes them too much money.
Engagement, not compatibility
Compatible matches get hidden.
It’s not that dating apps can’t match you, they’d just rather not. Not until you subscribe, anyway.
Infinite choice changed the culture
Ghosting culture is intentional.
Dating used to come from social networks. Bad behaviour had consequences. But when apps replaced networks with anonymity and infinite choice, ghosting culture was born.
They could change it, but they won’t. For apps that rely on subscriptions, ghosting is a good thing. It means more swiping.
$100 to join. Or invite 5 friends and join free.
You never pay again either way.
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