It's kind of frightening how fiercely modern (western) humans seek to turn their pairing ritual to a rigid, darwinian free market. Dating sites want to become the equivalent of online trading for the dating market, but they fail miserably due to the heavy assymetries in dating culture (traditional male-hunter role, competition among males etc.) - cultural norms that are very old and yet being upheld even after decades of feminism).

It's also odd how people tend to link their dating success to their personal worth.