But that's not really the business model of dating sites, is it? If they find matches that are too good, they take people out of their market. They want people to keep paying them to find new potential dates.

I think that part was included just to illustrate the more baroque manifestations of commercializing relationships. The main point that I took away was that commerce itself (commodity-based, transactional, impersonal/disconnected) is a lousy model for dealing with human relationships, which are personal, unquantifiable, and literally connections.