Taking on the dating market is a challenge from the perspective of an economist.

After more than twenty years, Economist Paul Oyer found himself back on the
dating scene — but what a difference a few years made. The dating industry was
now dominated by sites such as Match.com, eHarmony, and OkCupid. However,
there was one thing that gave Oyer the edge. It is economics. A lifetime of study
turned out to have no difference between dating sites and the markets Oyer had
studied for so long. And it was through Monster.com, eBay, and other sites where
individuals come together to find a match that Oyer gained his startling insight
into contemporary dating practices. In his book, economic terms such as cheap
talk, statistical discrimination, search, signaling, adverse selection, thick markets,
and network externalities offer a wide range of valuable and helpful strategies for
finding a partner. Likewise, it is primarily through Internet dating theories that
Oyer illustrates the fundamentality of economics. In the course of the book, he
discusses how individuals can take advantage of economics in everyday life, all
around them, all the time by applying the ideas that are central to how markets,
economics, and dating work.