And, most influentially, Tinder introduced the “swipe” into the dating lexicon.
A smartphone user is presented with the image of a potential date, taken from Facebook.
Asking someone on a date via email was less of an emotional risk than doing it in person.
There’s only one problem with this hugely successful model—one that, by some estimates, can be credited for more than one-third of marriages in the United States between 20: The experience of online dating is often awful, especially for young, heterosexual women, the demographic most desired by online dating companies and, well, straight men.
The late 1990s and early 2000s saw a boom in dating sites, such as e Harmony, launched in 2000 with a stated mission of fostering long-term relationships; Ok Cupid, founded in 2004, which popularized the idea that data could solve the dating dilemma; and niche sites from JDate and Christian Mingle to Farmers Only.