When something claims to be the new anything, it sends up a red flag.
Playing cupid on the internet can be a lucrative business.
Suppose you swipe left on a number of people purely based on their photo, but by an unlucky coincidence they all happen to be animal lovers.
What happens when Hinge starts thinking you simply hate animal lovers?
But how do they actually make money in a competitive market?
When online dating app Tinder launched in September 2012, it turned the matchmaking world on its head.