Exposing online dating lies with burritos

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It started as a April Fools’ Day Prank but it may have exposed something they never talk about online dating. The truth that the matching algorithms are actually rubbish

Almost every major dating site (including several Burrit-oh took a swipe at in a press release) touts the importance of sophisticated matching algorithms. They’re praised as the most effective way to pair people based on some “deeper” measure of interests or personality that guarantee “real” compatibility.

But Burrit-oh? Well, it’s anything but sophisticated. The algorithm is as basic as it gets, and it’s built on the flimsiest of foundations, and yet… users are still hitting it off. This supports the finding, long promoted by social scientists, that matching algorithms aren’t really science – they’re just good marketing. Behold, the unbeatable power of the burritos.

Burrit-oh, exposes the fact that once you connect people around something (burritos, beards, film tastes, journey to work, type of phone, almost anything) they find interesting (social object style). The chances they will fall for each other; birthday paradox style as much as the custom expensive algoithms. Aka those custom algorithms most of the dating sites go on about so much is bollox and what are you paying?

Author: Ianforrester

Senior firestarter at BBC R&D, emergent technology expert and serial social geek event organiser.