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Dating site OK Cupid has carved out a nice little sideline in blogging about the statistics of their more successful users, to try to help people along the way, busting myths about what does and does constitute a good profile photo and whether eating oatmeal correlates with people you'll like or drinking beer correlates with sex on the first date.
But noting trends is not the same as endorsing them - and some trends are simply disturbing.
If you are the sort of person who wonders why date after date goes badly wrong, could it be the stringent and frankly arbitrary rules - about race, or age, or income or whatever - that may be contributing to this?
We'd all like to think people would be attracted to us for our fascinating and complex inner self, but it seems plenty of folks are looking to tick a box.
Casual X is an app that caters exclusively to people who want encounters with no strings attached.
How will the story stack up against the greatest films about business?