I recently watched a Panorma doc on dating sites and how they dupe a lot of their users. From the sites themsevles creating fake accounts and sending fake messages, to using celebrity pictures they use every trick in the book to convert free memembers into paid members. Very much an eye-opener and it seems to me very unethical to play with human emotion. If you're in the UK check it out on iPlayer. Definitely worth the watch: http://www.bbc.co.uk/iplayer/episode/b037wr14/Panorama_Tainted_Love_Secrets_of_the_Dating_Game/ Cheers.