It doesn't even have to be because it would actually cause conflict. Even the mildest bit of embarrassment - an opportunity for a little joking at one's expense

It doesn't even have to be because it would actually cause conflict. Even the mildest bit of embarrassment - an opportunity for a little joking at one's expense, for example - can be a pretty powerful deterrent. That said, I think for most of us the potential deterrent is much greater than that. My partner would absolutely mock me a little bit (because mocking each other is how we show love), and then probably sign up as well. My co-workers, on the other hand, would start gossiping. Having that icon seen on my home screen could be a career-limiting move. Not saying that a dating app shouldn't include such a feature, but the association is going to be a huge headwind toward it becoming a pervasive platform for finding non-romantic friendships.