> works directly against their own goals (user growth, “engagement”. subscriptions). ... success stories, marriages per day due to the app (as per Match.com's

> works directly against their own goals (user growth, “engagement”. subscriptions). ... success stories, marriages per day due to the app (as per Match.com's advertising material in the article), word of mouth advertisement for the app to your friends...? Again, from the article, even in 2011 match.com was proudly reporting that its active user base changed out every six months. So the "dating apps don't want you to find someone perfect" narrative strikes me as a little simplistic. On the other hand, plenty of people use dating apps like Bumble and Tinder to find hook-ups, not the love of their life. These people will keep coming back to the app as a result of being frequently successful.