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A German documentary analyzed the market and uncovered multiple problems of online dating sites.Amongst them are "romance-scamming" (persons registering on the sites to get money from people falling in virtual love with them), using controllers or animators registered with multiple fake accounts, using unexpected and sometimes unlawful conditions in the terms and conditions leading to longer contracts a client intended to sign.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.

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.Some sites provide free registration, but may offer services which require a monthly fee.Other sites depend on advertising for their revenue.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.

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Due to the level of competition between free dating sites, as well as the overall drop in traffic to and revenue for dating sites generally, This represents a break from traditional externally sourced ads and is just one of the ways that the revenue models of free dating sites are evolving.

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