[potatolicious]

They don't really. It all goes into the same membership pool - the difference is only in branding and possibly some smart defaults. The unique branding for subcultures and subgroups is a conversion-increasing trick, it doesn't mean they're really running a bunch of parallel eHarmony's.

[SilentStump]

I kind of figured that's probably just what they did. Being none of those things, I didn't really check them out.