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From an interview with Dr. Andrew Conru who brought us FriendFinder, OutPersonals and similar online hookup and dating sites:
We've seen a huge transition in the last 10 years about what online dating means. When it first came out, it served the same function as print ads -- and unfortunately it carried the same stigma. Since then it has really blossomed into an accepted way of interacting and meeting other people. I think that groundwork really helped set us up for the next 5 years growth in which the online dating site will enhance the sense of community by offering member interactions over a wider variety of media, and of course on a more instantaneous basis.
Online Personals Watch Interview - FriendFinder Founder, Dr. Andrew Conru