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What’s next? Headlines? Gallery view?

Am I the only one annoyed by eHarmony’s new “Icebreaker” feature?

Have a look at all the recent new developments on eHarmony:

1. Stopped mentioning marriage in ads
2. RelyID
3. An advice subsite (eHarmony Advice)
4. Photo requests (Photo Nudge)
5. Having a “start communicating” button on the photos page (Sex sells!)
6. Who has viewed me
7. Winks (Icebreakers)

Like Michael Jackson, eHarmony is transforming into a Match.com clone.

What’s next? Profile headlines? Gallery view? “I’m online” icons?

What troubles me most is that these changes have made eHarmony members give less value to the matches they get and become less serious about finding a long-term relationship. The Poll “are your matches ready for a relationship” should be an eye-opener — the results aren’t what you expect for a site that (used to) offer love-of-your-life marital bliss. What happened to deep compatibility and “being loved from the inside out”?

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Comments 3

  1. Scott Grey wrote:

    I wish that the human psyche DID allow people to develop chemistry because “Our computer thinks you’d make a great couple”. Lord knows, dating would be a lot easier! Unfortunately, it just doesn’t work that way for most people. And, IMHO, eHarmony took a LOT of well-deserved flak for overpromising that it’s members WOULD react so contrary to human nature.

    eHarmony can tell folks that you might be a great couple… but attraction just isn’t logical, IMHO.

    It doesn’t mean that “compatability testing” is worthless – I think it’s helpful to know that you’ll get along with the people that you meet. But it doesn’t predict attraction.

    And I think that the folks at eH are beginning to realize that. Whether they’re responding in a way that’s HELPFUL is open for debate…

    Posted 10 Apr 2008 at 9:33 am
  2. Dave Evans wrote:

    I was talking with an eHarmony executive yesterday. They love Match, hence the feature parity. Pretty soon eH may become a social network

    Posted 11 Jul 2008 at 4:36 pm
  3. Pyke wrote:

    Dave, do they even CARE to check first whether their users love Match like they love Match?

    Do they even CARE to ask what users want? Hmph.

    Become a social network site that charges membership fees? Do they even know how many sites make millions out of that business model? (not.) Or will they drop membership fees? (I doubt it.) The level of readiness of its members for a relationship will nosedive.

    Dave, members are talking about “old eHarmony” and “new eHarmony” now, i.e., members who found partners when they joined many years ago, and now joined again expecting a similar or better experience. No, these members are not happy.

    Headlines and gallery view. I can just see it!

    Posted 11 Jul 2008 at 8:55 pm

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