I can't figure out which site he's talking about (I assumed eHarmony, but they don't seem to use "elite" as branding, and searching for elite dating brought up only escort agencies).
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When I googled elite and dating there were several: elitepartner, elitedatinggroup, elitedaters, you get the idea.
Edit: elitepartner.de is a German site, which runs in a similar way as described and advertises in major newspapers. They clearly optimize their Google results as a cursory look through search results reveals that their enormously bad reputation on user-review sites is buried amongst dozens of supposedly objective dating sites reviews, which - quelle surprise - they fare exceptionally good on.
I didn't find those with that search, but searching on a complaint quote in the article did bring me this: http://www.complaintsboard.com/complaints/elite-meetingmeeti... which seems to make it pretty clear which site he means.
That thread is fantastic. Situation comedy gold. Wow, elitemeeting is completely shameless!
Its pretty clear someone that works there has gone posted their own positive reviews and upvoted/downvoted all of the reviews accordingly.
It's usually not the big dating sites, it's those sites you get ads for if you use OkCupid or PoF.
Affiliate marketers are familiar with these as they usually offer the best payouts. The majority are matchmaking services, or market themselves that way, and $800 is on the low end. They typically start around $1500 and can go into the tens of thousands (ie. matchmaking for corporate executives)