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Animal rights Very conservative Marijuana OK Children should be given guidelines Religion guides my life Make charitable contributions Enjoy a good argument Have to-do lists that seldom get done Sweet food, baked goods Artificial or missing limbs Over pounds Exploring my orientation Women should pay. By the fall ofGary Kremen was working toward launching the first dating site online, Match.

There was another four-letter word for lovehe knew, and it was datathe stuff he would use to match people. No one had done this, so he had to start from scratch, drawing on instinct and his own dating experience. He could gather data about each client—attributes, interests, desires for mates—and then compare them with other clients to make matches. With a computer and the internet, he could eliminate the inefficiencies of thousands of years of analog dating: the shyness, the missed cues, the posturing. He would provide customers with a questionnaire, generate a series of answers, then pair up daters based on how well their preferences aligned.

Kremen started from his own experience—putting down the attributes that mattered to him: education, style of humor, occupation, and so on.

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In fact, no guys were the customers. According to the latest stats, the typical computer user was unmarried and at a computer for hours upon hours a week, so the opportunity seemed ripe. It was an essential moment, letting go of his own ego, understanding that the best way to build his market was to enlist people who knew more than him: women.

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In his mind, if he could just put himself in their shoes, he could figure out their problems, and give them what they needed. Read: The lure of online dating is not, in fact, irresistible. But there was a bigger problem: He needed a female perspective on his team.

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When he ran into her at a Stanford event and told her about his new venture, he was just as revved. Maier showed up to the basement office with pizza and Chinese food and got to work. Instead, she had them include a category for body type—athletic, slim, tall, and so on. Fewer questions enticed more people to register, which meant a larger database and a greater selection of potential matches. But they had a catch Maier, along with other women brought on to help spread the word, started by recruiting friends.

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They created a logo—a radiant red heart inside a purple circle—and printed up promotional brochures. Glinsky related from his own experience, having grown up in Georgia, where meeting other gays was a struggle. Glinsky went to a gay computer club, where members gathered to talk about AOL and the latest deals at Radio Shack, to explain Match to the crowd. Match held a promotion during a gay skate night at a roller rink in Burlingame, just north of Palo Alto. Bailliere and Glinsky urged skaters to come over and learn more about Match, offering to take their photos with giant digital cameras—which seemed exotic at the time.

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One by one, the skaters marveled at seeing their faces appear on the computers, and word began to spread. Read: The 5 years that changed dating.

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On April 21,Kremen launched Match. Match was a free service, supported bywith the idea to charge for subscriptions when it grew. And there was only one way for it to reach that point. Maier dispatched interns to Usenet groups, where they posted laudatory reviews of Match. When Rolling Stone wanted to run a piece on Match, along with a sample profile of a female member, the women at the office scrambled to invent one. Bailliere drew the short straw, slipped a black jacket over a white T-shirt, and smiled for the camera.

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Having her profile, albeit fake, in a high-profile magazine sent a stream of messages to the Bailliere had set up. A German in Brazil told her he wanted to use her to re-create Nazi youth camps, and became so obsessive that she grew nervous. She billed Match as the dating solution for the emerging online generation.

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