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eHarmony was sued in 2007 by a lesbian claiming that "[s]uch outright discrimination is hurtful and disappointing for a business open to the general public in this day and age. " In light of discrimination by sexual orientation by dating websites, some amenities equivalent to GayDar. net and Chemistry. com cater more to gay dating. Most free dating websites depend upon advertising earnings, using tools similar to Google AdSense and affiliate marketing online. Since advertising revenues are modest in comparison to membership fees, this model calls for numerous page views to achieve profitability. However, Sam Yagan describes dating sites as ideal commercials structures as a result of the wealth of demographic data made accessible by users. Tyson and his collaborators found that the male profile
s that had three profile pictures got 238 fits while the male profiles with just one profile image received only 44 matches
(or about a 5 to 1 ratio). Additionally, male profiles that had a biography got 69 fits while those with out got only 16 matches (or approximately a 4 to 1 ratio). By sending out questionnaires to regularly occurring Tinder users, the researchers discovered that the explanation why men tended to like a huge share of the women they saw was to augment their probabilities of getting a match. This led to a feedback loop in which men liked more and more of the profiles they saw while women could afford to be much more selective in liking profiles on account of a greater opportunity of a match.