Comment by TheOtherHobbes

Match's growth peaked a long time ago. The site is now trying to grow by "offering new products" and "cutting operational costs."

The relative newcomers - Bumble and Hinge - grew by trying to offer a better experience, especially for women, who are traditionally overwhelmed with unreciprocated interest on conventional apps. Both seem to have admitted defeat now and moved to the usual model.

In terms of revenue, the incentive to keep millions of users spending is far higher than the nominal gains from persuading friends of a successful couple to join up. Given that most users aren't successful, that network effect is tiny.

There's an opposing network effect of *keeping customers unmatched, because this provides gossip and entertainment among friends, which gives them a reason to continue using a service.

We know that string-alongs are a real thing on dating sites - especially, but not exclusively, for men.

There's also a small but not negligible subculture of (mostly) women who use dates for free meals and get a good return on their monthly subscription.

And a lot of sites - not just Tinder - overlap hook-up culture with people seeking marriage and kids. If anything the former is a more popular option now.