There was an article awhile back about how ruthless the dynamics were for running a business. Basically whenever a user succeeds in finding a long term partner,

There was an article awhile back about how ruthless the dynamics were for running a business. Basically whenever a user succeeds in finding a long term partner, they exit the platform, thus ending your revenue/engagement for that user. The better you are at matching, the worse your churn will be. This creates perverse incentives for paid apps which take a monthly revenue to keep users on a never ending treadmill.