Only they never seem to quite get it:
Google: here is x dating site,
Me: click, mark as irrelevant.
Google: here is y dating site
Me: irrelevant
Google: z dating site?
Me: nope
Google: lets try an ad for x dating site again then
Me: actually, you got my mail, all my searches for the last 10 years and still you cannot find anything more relevant for a happily married sw engineer?
<reaches for my adblocker>