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Such sites earn revenue from a mix of advertising and sale of additional options.

Online daters may have more liberal social attitudes compared to the general population in the United States.

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.

As online dating's population becomes larger, sites with specific demographics are becoming more popular as a way to narrow the pool of potential matches.