"Come as you are"


David Cassel of the invaluable 10 Zen Monkeys points to a strong market reaction to web dating service eHarmony's straights-only policy: has been attacking eHarmony's policy directly, in a new multi-million dollar ad campaign which shows people describing their experiences of rejection from eHarmony. It reports that over 1 million people have been rejected by, then touts their own slogan—"Come as you are."

eHarmony is currently facing a legal challenge to its policy, but Cassel writes, "Should eHarmony be forced to offer online match-making to gays and lesbians if they don't want to? It looks like the market is already sorting that out—with some fierce and funny attacks on eHarmony's position!" 

More here.

The commercials are at YouTube:

This follows the formation of, which specifically catered to groups left out of eHarmony's lovefest. Katherine Mangu-Ward discussed the implications here.