TRUE Riles $700 Million Industry

HERALD TRIBUNE -- Mar 20 -- In part because of its provocative ads, True.com, based in Irving, Texas, has become one of the most visited sites in the $700 million-a-year online dating industry, attracting 3.8 million people last month. True's rise has been controversial. The company has riled competitors like Match.com and Yahoo Personals, which say that True's lowbrow advertisements clash with its high-minded lobbying and legal efforts.