A social network's utility scales exponentially with size (https://en.wikipedia.org/wiki/Reed%27s_law https://en.wikipedia.org/wiki/Reed%27s_law). The front end

A social network's utility scales exponentially with size (https://en.wikipedia.org/wiki/Reed%27s_law https://en.wikipedia.org/wiki/Reed%27s_law). The front end can decay, but people will still use it since everyone else is on it. This is especially true with dating sites -- why even try a small startup's dating site when you'll get way more matches on Tinder? What makes it even more difficult to leave incumbents is that the industry has basically found a few replicable ways to effectively hijack attention/dollars. IMC has integrated them into each of their dating apps (Tinder, OKC, Match, etc). For example, one of the first hit dating sites was Hot or Not, of which Tinder is essentially a mobile phone version.