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Millward decided to put this to the test by making ten fake profiles to see what kind of results he'd get based purely on superficiality.Keep in mind that Millward's experiment is hetero-focused, and "attractiveness" can be pretty subjective. The judges were not too far off in guessing the attraction habits in the Ok Cupid pool used for the wider United States - though I do wonder who the real people are and how they'd feel if they found out about the results...

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Based on reading hundreds of eager messages, Millward concluded that a successful message should: The above suggestions may seem like basic advice, but a few of his conclusions are much trickier to execute than you'd think and show that few men (in the UK at least) show that they've read a girl's profile.(A cached version appears here.) "For one thing, their business model exacerbates a problem found on every dating site.For another thing, as I'll explain, pay sites have a unique incentive to profit from their customers' disappointment."Ok Cupid launched in 2004 as an alternative to subscription-based sites like and, to this day, brings in almost all of its money from traditional advertising methods.The formula has worked: Ok Cupid was named one of magazine's top 10 dating sites in 2007 and now has more than 3.5 million active members.For comparison, the sixteen-year-old has 1.3 million paying subscribers, a number that Rudder tore apart in his April 7 blog post."Match.com's numbers are just as grim [as e Harmony's]," he wrote."They're a public company, so we can get their exact subscriber info from the shareholder report they file each quarter.

Here's what we have from Q4 2009:"Rudder goes on to show why it is exactly that so many profiles on these "pay for dates" sites are "dead," or inactive: Match.com's business model means that the company makes more money by signing up new subscribers than it does by keeping existing subscribers happy.

Reality) just posted the results of his newest project: Ok Cupid on Trial: A 4-month Online Dating Experiment Using 10 Fictional Singletons.

Do women In online dating, especially in discussions about popular dating site Ok Cupid, it's a widely held belief that attractive young straight women have it easy.

Rudder has given us insight into OKCupid’s dating algorithm in a TED-Ed lesson and visited our New York office to speak as part of our miniature TED session about love.

To help you get in the Valentine’s Day spirit, here are some surprising facts we learned from Rudder about online dating behavior.

He added: After this, Millward started to feel empathy over the womens' bombardment.