My friend Angela tried her hand at online dating last fall. She began her quest at eHarmony.com, mostly as a result of their compelling "Dimensions of Compatibility" campaign. She logged on, spent about an hour taking the test, and to her surprise, received a "rejection" message.
No matter how kindly eHarmony worded it, Angela was crushed. She wondered what it was that made her inadequate. Was she too picky? Too needy? Too ambitious? Why wasn't she "good enough?"
While eHarmony.com' s tactic is one way to ensure quality control, it has opened a floodgate for their competition. In a recent press release, Chemistry.com announced their plan to target eHarmony's "rejects" with a campaign that "playfully satirizes the exclusionary nature of eHarmony by depicting men and women who wonder aloud why they have been 'rejected' by this site."
What's at stake here is more than just the "rejects" - it's the new users who may not be willing to invest in an hour-long test if there is the potential for rejection. In this game of love - it's war.