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That is, online dating sites use the conceptual framework of a "marketplace metaphor" to help people find potential matches, with layouts and functionalities that make it easy to quickly browse and select profiles in a manner similar to how one might browse an online store.

Under this metaphor, members of a given service can both "shop" for potential relationship partners and "sell" themselves in hopes of finding a successful match.

Most free dating websites depend on advertising revenue, using tools such as Google Ad Sense and affiliate marketing.

Since advertising revenues are modest compared to membership fees, this model requires a large number of page views to achieve profitability.

While some sites conduct background checks on members, many do not, resulting in some uncertainty around members' identities.

For instance, some profiles may not represent real humans but rather "bait profiles" placed online by site owners to attract new paying members, or "spam profiles" created by advertisers to market services and products.

A great diversity of online dating services currently exists.

The stigma associated with online dating dropped over the years and people view online dating more positively.Most services also encourage members to add photos or videos to their profile.Once a profile has been created, members can view the profiles of other members of the service, using the visible profile information to decide whether or not to initiate contact.Such sites earn revenue from a mix of advertising and sale of additional options.This model also allows users to switch between free and paying status at will, with sites accepting a variety of online currencies and payment options.Profiles created by real humans also have the potential to be problematic.

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