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But daters are also more able to choose partners like themselves.

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Globally, at least 200m people use digital dating services every month.

In America more than a third of marriages now start with an online match-up.

THE internet has transformed the way people work and communicate.

It has upended industries, from entertainment to retailing.

The domination of online dating by a handful of firms and their algorithms is another source of worry.

Dating apps do not benefit from exactly the same sort of network effects as other tech platforms: a person’s friends do not need to be on a specific dating site, for example.

But the feedback loop between large pools of data, generated by ever-growing numbers of users attracted to an ever-improving product, still exists.

The entry into the market of Facebook, armed with data from its 2.2bn users, will provide clues as to whether online dating will inexorably consolidate into fewer, larger platforms.

A bar, choir or office might have a few tens of potential partners for any one person. This greater choice—plus the fact that digital connections are made only with mutual consent—makes the digital dating market far more efficient than the offline kind. Because of the gulf in pickiness between the sexes, a few straight men are doomed never to get any matches at all.

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