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A class action lawsuit filed against Match — the parent company that owns the dating apps Tinder, Hinge, and The League — accuses the dating app giant of purposefully getting users hooked to the apps,
The suit, filed in California, argues that Match gamifies its apps to the point that they become addictive, ultimately disincentivizing users from forsaking the swipe machine to pursue offline romantic partnerships. In other words, dating apps often become an unbeatable doom loop – and according to the lawsuit, the apps' business models are at fault.
"Match intentionally designs the Platforms with addictive, game-like design features," reads the filing," which lock users into a perpetual pay-to-play loop that prioritizes corporate profits over its marketing promises and customers' relationship goals.""Our business model is not based on advertising or engagement metrics," Match's statement continued. "We actively strive to get people on dates every day and off our apps.
But it's one thing to recognize addictive patterns. Proving that a platform is acting deliberately to perpetuate them is another thing, and to that end, that the lawsuit exists mostly feels like a reflection of modern frustrations with life in a digital world. The promise of your next best date lying at the swipe of a thumb is alluring.
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