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For example, says Lin, "Tinder doesn't allow users to search, and emphasizes the photos much more than [personal] attributes, which might reduce the deal breaker effects." Then again, perhaps that simply shifts the deal breakers to a person's appearance instead.You can do almost anything online these days: Check a bank balance, buy shoes, choose a mattress, order a cab.Just look at how many people seeking dates or mates are flocking to matchmaking sites and apps.

“It was—unbelievably—not a crazy experience.” Online dating has certainly lost its lonely-hearts stigma.

But the biggest deal breaker of all turned out to be age, at least for women.

All other factors being equal, women overall were 400 times less likely to browse the profile of a man significantly older than herself. Whereas 20-year-old women were 10 times more likely to ignore a man 10 years her senior, 45-year-old women were nearly 10% more likely to browse the profile of a man 55 or older compared with a man her own age.

Those 30 million people have generated billions of pieces of data.

And because most dating sites ask users to give consent for their data to be used for research purposes, this online courting has played out like an enormous social science experiment, recording people's moment-by-moment interactions and judgments.