The profit model for dating sites relies on retention, even though our desire as members is exactly the opposite. We want to find true love so we can be finished with dating altogether. Once we’re in relationships, we’re theoretically off the market. We cancel our memberships and spend our money elsewhere. Fresh new crops of daters should cycle through the various dating sites just as current members are leaving, but that’s not always the case. And besides, the more members or page views a site can count, the more money there is to be made.