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It is possible that the mode of online dating resonates with some participants' conceptual orientation towards the process of finding a romantic partner.
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.
Some have a broad membership base of diverse users looking for many different types of relationships.
Other sites target highly specific demographics based on features like shared interests, location, religion, sexual orientation or relationship type.
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However, Sam Yagan describes dating sites as ideal advertising platforms because of the wealth of demographic data made available by users.Others utilize the freemium revenue model, offering free registration and use, with optional, paid, premium services.