Internet dating pivots around profiles; lists of attributes, paragraphs where you attempt to make yourself sound appealing, a handful of flattering photographs. But there's already a problem. Dozens of books and websites offer advice on how to write profiles; third-party services even charge 40 quid to save you the bother. As a result, the uniformity is hilarious. Everyone loves travelling, particularly to Machu Picchu – which, if the profiles are to be believed, is an Inca site swarming with thousands of backpacking singletons. Men are singularly obsessed with skiing. All of us love to curl up on the sofa with a bottle of wine and a DVD (or a VD, as one unfortunately misspelled profile said).
But we're forced to filter the mass of potential datees, and we do it savagely. We start to adopt a power-shopping mentality, disregarding people for arbitrary reasons; as my friend Sam put it, we cruise past people's pictures as if they're caravans in Daltons Weekly. "Yeah, no, no, yeah – ooh, yes! – no, no, ugh." It's a compelling, but ultimately exhausting, process that these services have adapted, refined and streamlined because it's a brilliant way for them to make money. While a service might lure you with a strapline saying "Meet sexy singles in your area", the truth is more like, "Reject perfectly decent singles in your area while waiting for the maddeningly elusive sexy ones." Everyone is trading off current opportunities against future possibilities. In a thoughtful moment, you might even realise there are people you've had relationships with in the past who, if they appeared as an online match, you might reject. And when you're the one being rejected, it can hurt.
Long-term internet dating participants know only too well, however, the cycle of knock-back followed by a speedy return to the site in search of someone else. You start seeing the same faces across multiple sites, and some people (especially men) will start to play the percentage game, firing off multiple cut-and-paste emails in the hope that someone will reply. One friend of mine was even sent a cheery message of introduction from a man who she had already had a disastrous date with via another dating website.
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