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Those 30 million people have generated billions of pieces of data.
And because most dating sites ask users to give consent for their data to be used for research purposes, this online courting has played out like an enormous social science experiment, recording people's moment-by-moment interactions and judgments.
A team led by Elizabeth Bruch, a sociologist at the University of Michigan, Ann Arbor, tapped into this torrent of dating data.
Because of a nondisclosure agreement, the researchers can't reveal the exact source of their subjects, describing it only as an "established, marriage-oriented, subscription-based dating site" from which they randomly selected 1855 people, all based in New York City.
Bruch wondered: Is mate selection like a job interview process, where the person with the best combination of positive factors wins?