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Online dating sites use market metaphors to match people.Match metaphors are conceptual frameworks that allow individuals to make sense of new concepts by drawing upon familiar experiences and frame-works.Due to the level of competition between free dating sites, as well as the overall drop in traffic to and revenue for dating sites generally, This represents a break from traditional externally sourced ads and is just one of the ways that the revenue models of free dating sites are evolving.

Online dating or Internet dating is a personal introductory system where individuals can find and contact each other over the Internet to arrange a date, usually with the objective of developing a personal, romantic, or sexual relationship.Online dating services usually provide unmoderated matchmaking over the Internet, through the use of personal computers or cell phones.Apart from the popular social networks, there are social websites meant just for meeting and talking to someone new.3 popular and effective websites are: Plenty of Fish, Ok Cupid, and (where you can meet someone that has a similar taste in music as you).In Germany government financed NGOs like "Verbraucherschutzzentrale" sometimes help to sue online dating sites.

This problem is referred to as "catfishing" in pop-culture and has been made famous by a popular MTV program called "Catfish the TV show".

This metaphor of the marketplace – a place where people go to "shop" for potential romantic partners and to "sell" themselves in hopes of creating a successful romantic relationship – is highlighted by the layout and functionality of online dating websites.

The marketplace metaphor may also resonate with participants' conceptual orientation towards the process of finding a romantic partner.

Some sites such as Ok Cupid.com, and are free and offer additional paid services in a freemium revenue model.

Some sites are broad-based, with members coming from a variety of backgrounds looking for different types of relationships.

A German documentary analyzed the market and uncovered multiple problems of online dating sites.