I don't know, I've seen a lot of bad profiles, and I've helped people fix their (really bad) profiles. It's not a super hard problem, but I don't think people recognize it as something that they need to think about. It seems that by default people are extremely asymmetrical in how they perceive profiles, picking up a ton of nuance in other people's profiles that they are blind to in their own. They have to spend some time reflecting on how they infer information from other people's profiles, and reading what people online say about dating profiles, in order to understand how other people see theirs so they can turn it into a better reflection of themselves.