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“It was—unbelievably—not a crazy experience.” Online dating has certainly lost its lonely-hearts stigma.

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There’s a whole range of difficult human emotions to contend with: insecurity, disappointment, rejection, maybe heartache. “Sometimes there is nothing that clicks whatsoever,” says Julien Nguyen, a 30-year-old software designer from Austin, Texas, who has used Bumble and Tinder.

“Sometimes whatever chemistry we had just fizzles out.”Perhaps being in the market for a mate can’t be compared with using other services. D., a professor at the Harvard Business School who studies consumer behavior, thinks so.

Collectively, we spend huge sums of money on matchmaking, not to mention all the time and substantial emotional investment. Given that we usually rate products (like refrigerators) and services (like banking), this is new and fairly unusual territory for us.

But as we explored the possibility of taking on this investigation, we discovered that 20 percent of our subscribers are either divorced or have never married, and might benefit from what we found.

She signed up for JDate, an online dating site for Jewish singles.

“All kinds of people are doing it,” says Caploe, 54, a publisher who lives in New York City.A whopping 44 percent of respondents who tried online dating said the experience led to a serious long-term relationship or marriage.That kind of connection rate would shatter Hall of Fame records, at least in baseball.And we found that the free sites generally did marginally better than the paid ones, presumably because they offer a better value.“You’re generally going to be best off starting your search on the ‘Big 3’: Match.com, Ok Cupid, and Plenty of Fish,” says Scott Valdez, founder of Virtual Dating Assistants, which helps people write their profiles and then manages their accounts.You can do almost anything online these days: Check a bank balance, buy shoes, choose a mattress, order a cab.