Members use criteria other members set, such as age range, gender and location.
Online dating sites use market metaphors to match people.
Also, there are claims that many of the profiles are fakes, using images of porn actresses, models, or people from other dating sites (though, if accurate, this could just be the work of spammers, rather than Match itself).
Separately, there are claims that just as accounts are about to expire, members get a notice that someone wants to contact them -- but they have to renew their subscription to respond.
I have no idea if this latest story is a result of some of that scrutiny, but a class action lawsuit has been filed against by users of the service who claimed that the company was quite misleading with its own stats.
Of specific concern is the actual number of users touted by Match, who (the plaintiffs claim) leaves "dead" accounts on the system just so it can boost its numbers.
Last year, dating site threatened some rivals, saying that the numbers they put out concerning marketing probably couldn't be supported, and ordering them to cease and desist with misleading claims.
Of course, all that really did was make a lot of people turn around and look more closely at Match.com's own claims, which seemed only fair.
Except, when they do renew, it turns out that the person who wanted to contact them has disappeared.
Online dating or Internet dating is a personal introductory system where individuals can find and contact each other over the Internet to arrange a date, usually with the objective of developing a personal, romantic, or sexual relationship.