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The highest scoring dating service was Facebook, which uses the personal homepage genre, the message board genre, the weblog and directory genre, as well as utilizing the Circle of Friends.The second highest scoring, Second Life utilizes virtual worlds, message boards, chat groups and profile pages to allow people to contact in a three-dimensional environment.Online dating sites use market metaphors to match people.Match metaphors are conceptual frameworks that allow individuals to make sense of new concepts by drawing upon familiar experiences and frame-works.In Germany government financed NGOs like "Verbraucherschutzzentrale" sometimes help to sue online dating sites.
Several newer sites such as Ok are beginning to offer more full featured dating services for free, and are starting to compete with staples in the free dating site world such as
Other sites are more specific, based on the type of members, interests, location, or relationship desired.
A 2005 study of data collected by the Pew Internet & American Life Project found that individuals are more likely to use an online dating service if they use the internet for a greater amount of tasks and less likely to use such a service if they are trusting of others.
Also, this model generally allows users to switch between free and paying status at will and without having to do anything, simply providing advanced features for a set period of time whenever the according payment is received.
Ease of payment is also generally higher, with such sites accepting a variety of online currencies, letting users charge the payment to their cellular phones, etc.