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This metaphor of the marketplace – a place where people go to "shop" for potential romantic partners and to "sell" themselves in hopes of creating a successful romantic relationship – is highlighted by the layout and functionality of online dating websites.

Especially popular in Eastern Europe, some sites offer full access to messaging and profiles, but provide additional services for pay, such as bumping profiles up to the top of the list, removing advertisements, making paying users' profiles appear several times in different places in the search results, and giving paying users a more advanced search engine to work with (in one example, free users may only search for persons of specified age, gender, orientation, and city, while subscribers may search for any and all parameters listed in profiles, such as height, weight, interests, etc.).

Users of an online dating service would usually provide personal information, to enable them to search the service provider's database for other individuals.

Members use criteria other members set, such as age range, gender and location.

Such sites earn revenue from a mix of advertising and sale of additional options.

Online daters may have more liberal social attitudes compared to the general population in the United States.

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