Paying for something makes (many) people value it more/be more serious about it. In that sense paying for "signaling intent" makes sense. Eharmony, for example,

Paying for something makes (many) people value it more/be more serious about it. In that sense paying for "signaling intent" makes sense. Eharmony, for example, has always charged high rates and branded itself for more serious relationships. Of course it's dubitable whether this mechanism works in a larger community that is free. On the ludicrousness spectrum it's slightly less ludicrous than virtual gifts, I'd say. As for POF/Markus making more money that way, I guess it's like a game to him, figuring out what works and getting a kick out of beating (up) the big guys.