Well the match.com business model is a bit difficult. If their service is successful, two people meet and eventually take their profile down and leave match behind. There is no retention, because a successful experience removes two people from their customer list. In fact, there is a stage of dating that follows First Date: "I took my profile down".

So attracting customers rather than the long-term experience would be their priority. I met my wife on match, and many mutual friends met their now spouse there.