OKCupid does something similar with attractiveness: they email you to congratulate you if you're one of the top 50%. Based on all my friends who have bragged, it works. I always thought that was a great way to flatter people into using the site.
This was clearly an ego boost, though not something you tweet about or post on Facebook (the taboo of online dating + sounding like a major douche).
OkCupid has been doing stuff like this with data for a really long time and they deserve some credit as well.