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This metaphor of the marketplace – a place where people go to "shop" for potential romantic partners and to "sell" themselves in hopes of creating a successful romantic relationship – is highlighted by the layout and functionality of online dating websites.
The marketplace metaphor may also resonate with participants' conceptual orientation towards the process of ﬁnding a romantic partner.
A German documentary analyzed the market and uncovered multiple problems of online dating sites.
Amongst them are "romance-scamming" (persons registering on the sites to get money from people falling in virtual love with them), using controllers or animators registered with multiple fake accounts, using unexpected and sometimes unlawful conditions in the terms and conditions leading to longer contracts a client intended to sign.
Apart from the popular social networks, there are social websites meant just for meeting and talking to someone new.
3 popular and effective websites are: Plenty of Fish, Ok Cupid, and (where you can meet someone that has a similar taste in music as you).
In Germany government financed NGOs like "Verbraucherschutzzentrale" sometimes help to sue online dating sites.
This problem is referred to as "catfishing" in pop-culture and has been made famous by a popular MTV program called "Catfish the TV show".
However, market share was increasingly growing by several large commercial services, including Personals. Some online dating websites provide webcam chats between members.Since 2003, several free dating sites, operating on ad based-revenue rather than monthly subscriptions, have appeared and become increasingly popular.Several newer sites such as Ok are beginning to offer more full featured dating services for free, and are starting to compete with staples in the free dating site world such as Most sites allow members to upload photos or videos of themselves and browse the photos and videos of others.Sites may offer additional services, such as webcasts, online chat, telephone chat (VOIP), and message boards.