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Under this metaphor, members of a given service can both "shop" for potential relationship partners and "sell" themselves in hopes of finding a successful match.

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An online dating service is a company that provides specific mechanisms (generally websites or applications) for online dating through the use of Internet-connected personal computers or mobile devices.

Such companies offer a wide variety of unmoderated matchmaking services, most of which are profile-based.

Others utilize the freemium revenue model, offering free registration and use, with optional, paid, premium services.

Still others rely solely on paid membership subscriptions.

Online dating services also differ widely in their revenue streams.

Some sites are completely free and depend on advertising for revenue.

Members can constrain their interactions to the online space, or they can arrange a date to meet in person.

A great diversity of online dating services currently exists.

It is possible that the mode of online dating resonates with some participants' conceptual orientation towards the process of finding a romantic partner.

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