On a slightly more serious note, this is, in itself, not really sexist in your typical "Internet at large" sexisism. Don't get me wrong, there is some very serious and deep seated (seeded?) woman hating that occurs on the Internet, but this isn't it. This goes way beyond the Internet, and into ancient mores that carry across time and culture, which are definitely sexist, but not the kind of sexist you find in Halo 4.
More like the kind of sexist you find when you wander Amsterdam's red light district. Old-school misogyny.
Man I wish I could monetize on my sexuality because I think I have plenty to give to any needy ladies. Sadly, the backwards 21st century social construct constricts me into repressive gender-roles where I have to solicit sexual services instead of being receptive to all outstanding sexual advances that are demanded of me out there. I only hope feminism could advance further to erase this injustice for gender equality for all.
Okay, so this is somehow "objectifying" women. I might buy that argument. But what does it say about a society where men who are obviously more successful with women do better, both with other women and with their peers?
I think that discrediting this as misogny is missing half of the story. Society, both men and women, are 100% complicit in the mechanisms that make this service a good idea. Pinning it on only the men is dishonest.
If it's wrong, it's on the same level as selling fake reviews for apps or hotels.
I don't think it will backfire for people using it, but it could backfire for Facebook.
Because fundamentally, this is spam.
If you claim that this is misogynistic, you are claiming that women hate themselves.