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Ok Cupid co-founder Christian Rudder stated in 2009 that the male Ok Cupid users who were rated most physically attractive by female Ok Cupid users received 11 times as many messages as the lowest-rated male users did, the medium-rated male users received about four times as many messages, and the one-third of female users who were rated most physically attractive by the male users received about two-thirds of all messages sent by male users.

Additionally, a study published in the August 2018 edition of Science Advances by researchers at the University of Michigan and the Santa Fe Institute found that users of an unnamed, popular, and free online dating service in New York City, Boston, Chicago, and Seattle typically pursued potential partners ranked on average 25 percent more desirable than they were (as measured by the Page Rank algorithm).

Among other things, The featured a number of humorous self-quizzes and personality tests, including the four-variable Myers-Briggs style Match Test.

Spark Match debuted as a beta experiment of allowing registered users who had taken the Match Test to search for and contact each other based on their Match Test types.

That's how websites work." According to University of Texas at Austin psychologist David Buss, "Apps like Tinder and Ok Cupid give people the impression that there are thousands or millions of potential mates out there.

One dimension of this is the impact it has on men's psychology. a perceived surplus of women, the whole mating system tends to shift towards short-term dating," In addition, the cognitive process identified by psychologist Barry Schwartz as the "paradox of choice" (also referred to as "choice overload" or "fear of a better option") was cited in an article published in The Atlantic that suggested that the appearance of an abundance of potential partners causes online daters to be less likely to choose a partner and be less satisfied with their choices of partners.

The popularity of Spark Match took off and it was launched as its own site, later renamed Ok Cupid.

In 2001, they sold Spark Notes to Barnes & Noble, and began work on Ok Cupid.

Ok Cupid was listed in Time magazine's 2007 Top 10 dating websites. Ok Cupid's founders (Chris Coyne, Christian Rudder, Sam Yagan, and Max Krohn) were students at Harvard University when they gained recognition for their creation of The Spark and, later, Spark Notes.

Editorial posts from 2010 by an Ok Cupid founder in which and pay-dating were criticized for exploiting users and being "fundamentally broken" were removed from the Ok Cupid blog at the time of the acquisition.

On March 31, 2014 any user accessing Ok Cupid from Firefox was presented with a message asking users to boycott the internet browser due to Mozilla Corporation's new CEO Brendan Eich's support of Proposition 8.

Rudder attempted to defend the company, in part by suggesting that it would be unethical not to experiment on users: I think part of what's confusing people about this experiment is the result ...

this is the only way to find this stuff out [what actually works for a dating site], if you guys have an alternative to the scientific method I'm all ears.

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