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On the day of the announcement, the stock price of Inter Active Corp—the parent site of online dating behemoths —dropped by more than two per cent. Over the past two decades, the Internet has become a fixture of the modern-day romance plot.

In the early ’90s, just one per cent of new relationships began online.

Professors don't want to run into students, or CEOs into their clients: Ms.

Back then, “the facebook thing” was still a rough idea, and 18-year-old Zuckerberg was trying to finesse the concept. “I don’t think people would sign up for the facebook thing if they knew it was for dating,” Zuckerberg wrote.

"We decided to target toplevel managers, executives and professionals," says Eligon spokeswoman Tatiana Khanberg.

"Dating websites can lead to awkward situations for them.

At a press launch, Facebook reps showed off the new product, explaining that it could be used to search for restaurants, or for job recruiting.

At one point, a Facebook employee stood to demonstrate a search for “friends of my friends who are single and living in San Francisco.” And that’s when Facebook entered the online dating game, doing away with what was, until now, a fragile divide between quotidian online activity and the act of browsing for potential mates.

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