[dexen]

Counter-intuitively this might be about hedging the incentives for the service provider - to avoid the moral hazard of pushing for indefinitely extending the subscription.

Just as you mention, successful finding a partner means as few "attempts" (apologies) as feasible, which in turn means two "lost customers" to the platform. That introduces a perverse incentive for the platform to "spoil" the dating to keep the customers. By making one long-spanning plan, the perverse incentive is lessened.

[1_person]

I fail to see how making money by shafting the customer one way precludes making money by shafting the customer another way at the same time.