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For instance, some profiles may not represent real humans but rather "bait profiles" placed online by site owners to attract new paying members, or "spam profiles" created by advertisers to market services and products.Profiles created by real humans also have the potential to be problematic.

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Most services also encourage members to add photos or videos to their profile.

Under this metaphor, members of a given service can both "shop" for potential relationship partners and "sell" themselves in hopes of finding a successful match.

At the end of November 2004, there were 844 lifestyle and dating sites, a 38% increase since the start of the year, according to Hitwise Inc.

Since advertising revenues are modest compared to membership fees, this model requires a large number of page views to achieve profitability.

However, Sam Yagan describes dating sites as ideal advertising platforms because of the wealth of demographic data made available by users.

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