NY TIMES - Apr 7 - Yoke.me, a new online dating start-up, pulls in data from Facebook and then generates matches with people from users' extended social circle, based on common interests. Sites and apps like OKCupid, eHarmony, Skout, PlentyofFish and Match.com have attracted loyal followings. But in a world where we can pay someone for lunch by tapping two phones together and stream live television over a tablet computer, the de facto model of browsing through static profiles on a Web site or in a mobile app can feel comically outdated. It may not be a problem that software can solve on its own, said Eli Finkel, a professor of social psychology at Northwestern University. “Technology is not the way to figure out who is compatible and will never be,” he said. The system that eHarmony has built is “based on years of empirical and clinical research on married couples,” said Becky Teraoka, an eHarmony spokeswoman. They include “aspects of personality, values and interest, and how pairs match on them, that are most predictive of relationship satisfaction.” While Professors Finkel and Reis question the value of algorithms, they do say that online dating is useful because it can broaden the pool of people you come across on a regular basis. But Kevin Slavin, a game developer who studies algorithms, says those sites are already starting from a flawed base. The digital personas we cultivate on Facebook are often not very indicative of who we are, he said. Rob Fishman, who helmed the development of Yoke.me, says he views the service as an icebreaker.
by Jenna Wortham
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