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Small lies, big lies, even hedging their bets across several sites at once, playing up different aspects of their personality on each.
This would be far trickier on Facebook: our public histories are there for any potential match to see, so presenting a "new you" — someone who didn't click "like" on that sexist meme in 2012 — would be difficult.
While excellent opportunities exist for Facebook dating, there are also some perils.
If the Cambridge Analytica scandal taught us anything, it's that Facebook knows more about us than even Black Mirror could have predicted.
By providing a range of services in one place, the company becomes even more indispensable in people's lives.
And, of course, in doing so it also maintains its dominance over competitors, whether established or potential.
Before dating, the social networking behemoth has expanded into numerous other features pioneered by other tech companies, ranging from job postings to payments and online food delivery.
Although Facebook has positioned these endeavors as just adding utility for users, they've been part of a broader effort to get people spending as much time as possible on Facebook.
Mind you, let's not forget that Facebook is under the covers already: for most Tinder users, Facebook is the gateway, and for anyone surfing porn without logging out of Facebook, Mark Zuckerberg is well aware of your kinks and perversions.
it allowed users to send money to friends on the platform, as the social payments company Venmo does.
Facebook-owned Instagram has taken on many of Snapchat's top features.
On Facebook's dating service, people will be able to browse events and groups related to their interests, such as upcoming concerts or groups for runners.
If a user sees an event they'd like to attend, they will be able to "unlock" that event to interact with others attending it.
Recapturing — and retaining — that elusive youth market is a key concern.