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The article was tl;dr for me, but is there a gamification angle?

Like can me and my buds set up a fantasy football league and see how our team scores against other teams (or against women teams??)

Because gamification, social media, that's money in the bank right there.

At first I thought this had to be a parody comment, but I think you're actually for real. Amazing.

Because they're your friend and you want them to meet someone that's right for them...? I have a friend whose roommate made an OkCupid profile for her because she wanted her to meet more people.

Actually there are plenty of people who would do something like that for their friends. I don't know much about the dating scene but I have a number of friends who do dedicate time and money to arrange dates for their friends. I'd say the benefit you get is the satisfaction you gain from helping out a friend.

As someone who is recently married, my incentive is for them to get hitched and hopefully knocked-up so my wife and I aren't awkwardly the only married/baby-ed people in our friends' circle!