While some sites conduct background checks on members, many do not, resulting in some uncertainty around members' identities.
It is possible that the mode of online dating resonates with some participants' conceptual orientation towards the process of ﬁnding a romantic partner.
Most free dating websites depend on advertising revenue, using tools such as Google Ad Sense and affiliate marketing.
Since advertising revenues are modest compared to membership fees, this model requires a large number of page views to achieve profitability.
Still others rely solely on paid membership subscriptions.
Opinions and usage of online dating services also differ widely.
Profiles created by real humans also have the potential to be problematic.