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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.

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.

Also, this model generally allows users to switch between free and paying status at will and without having to do anything, simply providing advanced features for a set period of time whenever the according payment is received.

Ease of payment is also generally higher, with such sites accepting a variety of online currencies, letting users charge the payment to their cellular phones, etc.

Since 2003, several free dating sites, operating on ad based-revenue rather than monthly subscriptions, have appeared and become increasingly popular.