WASHINGTON POST - Oct 21 - When Aaron Schildkrout co-founded HowAboutWe.com, he wanted it to be something different than the other dating sites, which relied on mathematical calculations to match singles. But now HowAboutWe depends on formulas. “We need to get smarter about who we show you", Schildkrout said. HAW team created an algorithm that combines a users’ profile info with their behavior on the site. Match.com President Amarnath Thombre says what users often say they are looking for is not always the kinds of profiles they view. Match.com implemented a user-action-driven algorithm in 2009. AshleyMadison.com's algorithm is frequently adjusted to reflect aggregate user behavior and individual preferences. In 2002 married women searched for married men, but today, ~12% are interested in single partners.