Darren Brown once had an interesting experiment, where he created a psychological profile and shared it with a broad room of people. Everyone agreed that it was a perfect approximation of their personality. ie. People don't really have a sense of who they are. (The few that do, are exceptional and don't need dating sites). Profiles are probably not the right artifact to use to determine a match.

Social cues will always be more valuable than personality, or kindness. For men, that is status and wealth and physical attractiveness. For women, it is beauty and age. Regardless if you like that or not, it may be what is missing in these utilities.

Further, I like how the Japanese make group dates. 3 boys and 3 girls go out on a date. Gokkon. Maybe this is something the West should consider. Safer, far more interesting, and allows people to broadly consider each other.