The way to monetize users should somehow be PERFORMANCE BASED rather than purely subscription based. Yes, subscription allows for great filtering of people..and yet, maybe it feels too costly at first (because the whole value/match is delayed to much later?). There must be a way to get money out of the HUGE satisfaction of finding the girl/guy when this happens - and this could complement (if not remove) the need for an entry cost to accessing the pool. For example, dance clubs make most money out of drinks (fun related) not from entrance fees (access to the pool of people). Maybe pay in order to go on a 2nd date? Pay every time you click on a profile (point system)? Pay a bonus when you find a match (how to prove...)? Do you know if this kind of stuff was ever tried or what do you think?