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She had previously released an analysis purporting to show that only a minuscule proportion (12,000 out of 5.5 million) registered female accounts were used on a regular basis, In 2012, a former employee claimed in a lawsuit that she was requested to create thousands of fake female accounts attractive to male customers, resulting in repetitive stress injury. In July 2016, CEO Rob Segal and newly appointed President James Millership told Reuters that the company had phased out bots by late 2015.
Segal shared an independent report by EY (Ernst & Young) which verified the phase-out.
It was founded in 2002 by Darren Morgenstern, with the slogan: "Life is short.
In the same month, the company changed its signature tagline from "Life is Short.