-- Oct 11 -- Match.com has launched Chemistry.com(Denver, Seattle, San Diego, Washington D.C.) using matching technology
rather than search technology. You answer questions and then a
computer algorithm finds matches . Now I'm going to surrender my
control to let the computer do all the work for me? Here's
the thing, though: Search doesn't work. Match.com believes there's a
large audience who want a more structured online dating experience and
who'll pay a premium. Alas, matching is still highly unproven.
You have to devote about 40 minutes at the outset to completing a
profile in the hopes that it'll bear fruit in the end. In my
experience, the harvest is a long way off. I think that
matching has to get more sophisticated--and quickly. chemistry's
answers are either geared in such a way that you don't have any bad
traits, only lesser degrees of positive ones, or they make it so that
any reasonable person would answer "Sometimes" almost every place it's
offered as a response. In the end, you're left with a
middle-of-the-road profile that's going to mean that you're still most
likely to get paired up with a mate based on whether you both smoke or
not rather than based on how likely you both are to share your
feelings. On the whole, I'm bullish on the idea of matching
technology. FULL ARTICLE @ FAST COMPANY

Mark Brooks:
Matching holds high promise. Is it delivering right now? If
not, when will it deliver? Please comment? TRUE uses the only validated test I've come across yet btw.