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In a separate A/B test, Ok Cupid used a placebo number instead of users' true match percentage.The results suggested that doing this actually caused people, who were "bad matches" under the original algorithm, to actually like each other: "When we tell people they are a good match, they act as if they are." The revelation that Ok Cupid conducted these experiments on users led to much criticism.Users were asked instead to consider other browsers.The website added a bevy of nontraditional profile options for users to express their gender identity and sexuality in late 2014.Editorial posts from 2010 by an Ok Cupid founder in which and pay-dating were criticized for exploiting users and being "fundamentally broken" were removed from the Ok Cupid blog at the time of the acquisition.

if you use the Internet, you're the subject of hundreds of experiments at any given time, on every site.

That's how websites work." According to University of Texas at Austin psychologist David Buss, "Apps like Tinder and Ok Cupid give people the impression that there are thousands or millions of potential mates out there.

One dimension of this is the impact it has on men's psychology. a perceived surplus of women, the whole mating system tends to shift towards short-term dating," In addition, the cognitive process identified by psychologist Barry Schwartz as the "paradox of choice" (also referred to as "choice overload" or "fear of a better option") was cited in an article published in The Atlantic that suggested that the appearance of an abundance of potential partners causes online daters to be less likely to choose a partner and be less satisfied with their choices of partners.

) is an American-based, internationally operating online dating, friendship, and social networking website that features multiple-choice questions in order to match members.

It is supported by advertisements, by paying users who do not see ads, and by selling user data for data mining.

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