On the face of it, and that's a very apt phrase as you'll see in a moment, online dating apps are a big success. Tinder, the app that made swiping a thing, has 50 million users of which 10 million are daily active users. Match Group, which includes Match.com, PlentyofFish and OkCupid among its family of products, had 6.6 million paying subscribers across all its matchmaking properties as of the third quarter of 2017.
Impressive perhaps but dig a little deeper and a telling truth reveals itself - making a successful coupling is about more than just a face, more than just...
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