What's the actual law/potential charge behind the Lovoo situation? Creating fake users to make a Web site popular is hardly new: http://motherboard.vice.com/read/how-reddit-got-huge-tons-of... .. In the UK, at least, I believe what Lovoo appears to have done would be treated as false advertising which generally results in fines for the company, but not jail time for employees (at least, in my limited experience reading about such cases).

IANAL, but tricking paid users to believe they're in contact with real humans, with whom they have the hope of getting into some relationship, is on another level.