Thoughts on 1: a) Each match generates $30-40 worth of revenue. b) the number of matches per week grow linearly with the number of uses (n/2) c) the matches are determined with assistance from an algorithm. (They automate away the complexity generated by the growing user graph, so the human only needs to use their intuition / follow common sense guidelines to decide if the pair could be a match) d) they probably have standardized copy for "Why we with you'll hit it off" info provided with every match. This minimizes the amount of time spent per worker per date and reduces the set desired qualifications for their hires. They could get by with recent liberal arts college grads for sure. e) Therefore they could easily afford to hire freelance "matchmakers" linearly with the number of users. The main issue is that if this takes off too fast they will be dealing with rapidly growing organizational complexity / overhead. They will have to set up good managers, good customer service, good training and good q/a.