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When Tinder last month rolled out its Tinder Plus upgrade, the service said it would charge singles over the age of 30 twice as much for the premium service, about a month.But e Harmony has doubled down on its outreach to older, love-serious singles, preaching anew its “29 dimensions of compatibility” that they say have led to more than a million marriages nationwide.Tinder shook up the dating world, known for its long personality quizzes and profile-based matchmaking, with its ego-boosting, hook-up-friendly, mobile flirting app: Two daters are presented with each other’s photos, and if (and only if) they both like what they see and swipe right, the service hooks them up with a chat box, where the daters can take it from there.

The closest anybody gets is Ok Cupid – and all they do is give you test results – approximately 27% of people respond to first emails, overall – they don’t show you HOW to write great first emails. You have a great smile and I think we have a lot in common, too. So you don’t put much thought into it, and, not surprisingly, it doesn’t get very good results. There’s nothing funny, interesting, compelling, or different about such an email. Something other than, “I’ve heard it’s beautiful there! ” Personally, I don’t know ANYTHING about Costa Rica, but I do know that all of my left-wing, liberal, neo-hippie friends go on yoga retreats there. I don’t know anything about Costa Rica; I think it’s in the Caribbean or Central America or something like that.

They put all their money on one variable: looks,” said e Harmony founder Neil Clark Warren, a grandfather of nine who’s been married for 56 years. It’s also become increasingly addictive: The average user checked the app 11 times a day, seven minutes at a time, the firm said in 2013. It is one of several dating sites in Inter Active Corp., the monolithic New York media conglomerate, which also owns Match.com, OKCupid and a heap of shallower dating pools, including Gen XPeople Meet.com, Divorced People and Little People

Match alone has more than 2 million daters across North America, a third of whom are over the age of 50.

Last year, the firm rolled out a live-matchmaker service, e H , that cost ,000, and the firm has invested in sites shifting its algorithm to other adult arenas, as in looking for the right job.

But the site that brands itself as “a different kind of relationship company” has seen its own challenges.

But finding love on the Web has long been mainstream — 59 percent of Americans said online dating was a good way to meet people in 2013, up from 44 percent in 2005, Pew data show — and some analysts argue more and more adults will find love in the simpler, more visual way, by swiping on Tinder or somewhere else.

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