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Coupled with data released by the dating app Tinder showing that only 26 million of the 1.6 billion swipes that the app records per day actually result in matches (despite users spending on average about an hour and a half per day on the app), an article published in the December 2018 issue of The Atlantic concluded "Unless you are exceptionally good-looking, the thing online dating may be best at is sucking up large amounts of time." The site revealed that one experiment included removing users' profile pictures on January 15, 2013 ("Love is Blind Day") and analyzed user responses to messages, conversations, and contact details.When the photos were restored, users who had started "blind" conversations gradually began tapering off their conversations, leading Ok Cupid's CEO Christian Rudder to remark "it was like we'd turned on the bright lights at the bar at midnight".These options—which included asexual, genderfluid, pansexual, sapiosexual, and transgender categories—were added to make the website more inclusive.Rudder updated the "Ok Trends" blog, which consists of "original research and insights from Ok Cupid," for the first time in three years in July 2014. ," the post discusses three experiments run by the website without the knowledge of users.This raised questions from some users who wondered about the ease with which the company could eliminate users from its platform.

One dimension of this is the impact it has on men's psychology. a perceived surplus of women, the whole mating system tends to shift towards short-term dating," In addition, the cognitive process identified by psychologist Barry Schwartz as the "paradox of choice" (also referred to as "choice overload" or "fear of a better option") was cited in an article published in The Atlantic that suggested that the appearance of an abundance of potential partners causes online daters to be less likely to choose a partner and be less satisfied with their choices of partners.

In a separate A/B test, Ok Cupid used a placebo number instead of users' true match percentage.

The results suggested that doing this actually caused people, who were "bad matches" under the original algorithm, to actually like each other: "When we tell people they are a good match, they act as if they are." The revelation that Ok Cupid conducted these experiments on users led to much criticism.

"Credential stuffing" describes using passwords stolen from one service (like another dating site) to attack another service, on the assumption that many people will reuse passwords across websites. The site used to have a highly active journal/blogging community as well.

Journals are not available to new members and the feature is now "retired." Members have the option of saving favorite user profiles, which display the favorited person's responses to questions and profile updates on the member's front page.

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In May 2016, a team of Danish researchers have made publicly available the "Ok Cupid dataset" project, containing (as of May 2016) 2,620 variables describing 68,371 users on Ok Cupid for research purposes (e.g., for psychologists investigating the social psychology of dating).