[svalorzen]

Isn't considering churning in dating bad kind of like saying that a supermarket or restaurant shouldn't give much food to their customers otherwise they'll be sated and won't eat anymore?

It seems to me that it's the opposite, mating for humans is such a basic instinct that there will never be a shortage in the market, considering also that new humans that want to date pop up at a pretty much constant rate.

[azernik]

The problem is not at all like restaurants. If a restaurant gives someone good food, they'll stop eating and buying today, but will probably be back tomorrow or later in the week.

With a dating site, if you're successful, you probably won't be seeing that customer again for at least several months, possibly forever. Sure, new people are entering the dating pool all the time, but the marketing effort required to constantly replenish your userbase at those levels of churn is incredible.