It is a break from Match's
recent efforts featuring TV's Dr. Phil as pitchman. "The category as a whole has been missing real guidance about how to feel good about going online and be proud of the quirks that make you
beautiful," says Jim Safka, CEO of Match.
"Romance and love are very personal, and yet many people create their profiles in minutes, using photos with bad lighting or not filling out any information about who they truly are as a person."