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At the end of November 2004, there were 844 lifestyle and dating sites, a 38% increase since the start of the year, according to Hitwise Inc.
The stigma associated with online dating dropped over the years and people view online dating more positively.
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Most free dating websites depend on advertising revenue, using tools such as Google Ad Sense and affiliate marketing.
Since advertising revenues are modest compared to membership fees, this model requires a large number of page views to achieve profitability.
A great diversity of online dating services currently exists (see Comparison of online dating services).
Some have a broad membership base of diverse users looking for many different types of relationships.
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