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The result is that, rather than being someone that defies all calculation, love is now big business worth an annual billion internationally and growing at 70 per cent a year – with high-tech venture capitalists, psychologists and software engineers reaping vast rewards.
Academics, meanwhile, are fascinated by the data being gathered — and largely kept secret — by the dating industry.
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But in the 20th century this all changed, with young people deciding they wanted to be in charge of their own domestic destinies.
Matchmakers were viewed as hook-nosed crones from Fiddler on the Roof or pushy Mrs Bennet at the Pemberley ball.
From Romeo and Juliet, to dashing Mr Rochester choosing plain Jane Eyre, we celebrated stories of Cupid’s dart striking randomly.
But since 1995 when the first online dating site was launched, the tables have completely turned.
Cash-rich, time-poor professionals who already do everything from shop to socialise online, now see a search engine as the obvious gateway to love.