BLOOMBERG - May 13 - Facebook's Dating application will let users create special dating profiles. Users who opt into Dating will be able to interact with and message each other on the platform, and will also be able to connect through shared events. Making money in the online dating business isn't easy. There's built-in churn: If you match people successfully, then they leave the platform. Facebook, by contrast, can afford to have people stop dating so long as it learns things about them it can use to sell advertising on its main site. It can track couples from their first "likes" to the point at which they're ready for engagement ring ads, and beyond. Customer acquisition might be easier for Facebook, too. The company already has an ad empire. And it is pretty good at predicting when couples are likely to break up, so it can guess when they'll be receptive to Facebook Dating ads. The biggest problem, of course, is trust.