FAST COMPANY - Apr 27 - Online dating is a billion-dollar industry, but swiping for new friends is still a little awkward for users and investors. There's simply a social stigma attached to it, says Nermin Jasani, the founder of the women-only friend-finding site Lumelle. The service did bring people together but the founder found it hard to get enough participation to interest potential investors. Another now-shuttered service, called "Let's At," which let users propose activities that other people could join, faced similar issues, says founder Greg Buckner. "We didn't end up getting as much traction as we hoped."