8. 'Once you log in, you're pretty much on your own'
Not everyone who signs up for an online dating service has the same experience meeting their potential matches. According to experts,
around one in 10 users is getting what's commonly expected -- that is, they're readily communicating with other members, toward the goal of
dating in the real world -- but the majority aren't so lucky. That's because 10% of the people using the service are receiving 90% of the mes-
sages.
What gives? Some people could simply use more help than others, Brooks says, but good luck getting it from the dating service you're using.
"Online dating sites' biggest flaw is they don't offer service of any kind," he says. Rather, most of them function more like a giant virtual bar
or nightclub.
If you find yourself among the majority of users who aren't having the online dating experience they hoped for, one alternative is to try sites
that feature community-based matchmaking, where friends and family can help you with your search. What makes these sites work is that
they mirror real life, where "the community provides support and reality checks," Epstein says.

9. 'You might not need all these extras, but we do'
Despite its booming popularity and the widespread acceptance of Internet dating, the industry as a whole isn't exactly seeing tremendous
profit growth these days. In fact, total revenue for the online dating industry was projected to reach $1.18 billion in 2008, less than a 1%
increase from 2007, according to IBIS World, a market research firm. Besides the overall dampening of consumer spending, the Internet dat-
ing market has simply become saturated, Brooks says.
That means online dating services have had to start getting creative. One way some sites are looking to bring in more income is by offering
an array of cost-extra features, such as alerts that let you know when the e-mails you've sent have been opened, visually highlighted profiles
in search results so that yours can stand out from the pack, even background checks on the subscriber of your choice. But do these sorts of
extras really work? Anything that's going to help you stand out in search results is going to help you get dates, McDermott says. But, she
adds, "technology is never going to solve all the problems people have with dating."

10. 'Good luck trying to break up with us'
If it seems like meeting someone online is difficult, just wait until you try to cancel your subscription. The most common complaint to the
Better Business Bureau regarding online dating services is that they charge your credit card after you've canceled. There's even a class-action
lawsuit pending in a federal court in northern Texas against True.com that alleges the company billed its former subscribers service fees after
those subscribers attempted to cancel their subscriptions. (The company says it doesn't comment on continuing litigation.)
How to quit the gym (or anything)
What to do if you're being charged for an account you thought was canceled? Since the dating sites have little incentive to fix a profitable
error, they might not be as responsive as you'd hope. If you're having trouble getting an Internet dating service to refund your money, con-
tact your credit card company -- it may be willing to remove the charge.
A spokeswoman for American Express says that as far as her company is concerned, canceling an online dating account is like returning a
sweater. "You tried it but changed your mind," she says.
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