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You’ve seen the digital-age versions of self-help gurus, the ones with official titles suggesting they’ve cracked the code of human compatibility. But the ones most likely to be telling you the truth are the ones that admit that their dating algorithms are also powerful marketing tools. The notion became a wonderful marketing tool–red meat for the media. ’ Then you go meet her and most of the time you put your head in your hands because she was so ugly–and she was thinking the same about you.” (This was the pre-Internet era, mind you, when computers had 12K of memory.

In 1966, the inventor of computer dating, a Harvard math major named Jeff Tarr, joked to a reporter: “If there’s some chick I’m dying to go out with, I can drop her a note in my capacity as president of Operation Match and say, ‘Dear Joan, You have been selected by a highly personal process called Random Sampling to be interviewed extensively by myself … In 1965, Dewan told the Harvard that his competitor’s questionnaire was “less sophisticated, appealing to the big, Mid-west universities.” All these years (and all this behavior science) later, it’s not the professor-backed dating sites but the ones run by math geeks that seem to be on top.

‘” The industry’s second-comer, another Harvard math geek named David Dewan, remembered: “There was a lot of randomness to it. At the conference, Sam Yagan, a cofounder of the free dating site Ok Cupid.com, strutted around, collected multiple awards (for the second year in a row), and gave a talk on how he sold Ok Cupid to last year for million, an incredible sum for an advertising-based business model that is thought by many in the business to bring in little revenue.

People of type A are compatible with people of type B. They speak at online-dating conferences, describe their unique matching approaches, and promote their books. EHarmony has refused to reveal its algorithm, Finkel said, and therefore the company should not advertise a scientific approach to matching until it can show, publicly, that its system works according to the standards of scientific rigor. Finkel spoke with imploring volume and speed, as if an elaborate show of authority might convert the crowd to his cause. For nearly 50 years, ever since computers were first used to help college kids hook up, people assumed, or hoped, that the fact of technology as mediator would mean not just .

In labs, they reproduce the conditions of relationships, study interactions, generate conclusions. They write personality-profiling tests, tweak the algorithms. You can read about The Duet® Total Compatibility System in her book, . Eli Finkel (Northwestern University), Schwartz’s younger colleague in the behavioral sciences, who staked out his own territory as industry-scold, denouncing e Harmony, one of the largest dating sites in the world and the first to market a scientific approach to matching.

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