MASHABLE - Sep 16 - Dating sites are collecting an enormous amount of data about how people look for a partner. "We keep refining our algorithms," said Amarnath Thombre, president of Match.com. "We take historical data into account, as well as distance, and what people say they want in a partner and who they are pursuing." In the future, Match.com wants to use facial recognition technology, which allows users to highlight the features they are most attracted to so the site can provide them with better matches. HowAboutWe's focus is on offline. "It's difficult to predict chemistry online," said Aaron Schildkrout, HowAboutWe co-founder and co-CEO. "That's why we focus is on actual dates. It’s only after you achieve significant liquidity in a market that you can build a useful algorithm."