I do not think/believe eHarmony outsources matchmaking as suggested in this post.
eHarmony has 2 main revenue lines:
The Worldwide 2009 annual revenue for eHarmony was estimated in USD 250 millions.
My personal estimation is: 90% by subscriptions and 10% by ads.
eHarmony is intended for serious daters, so if any registered member does not pay, he/she cannot communicate with others, unless he/she uses the (low performance) Free Communication Weekends.
I do not think eHarmony could *easily* increase its conversion rate to increase its revenue by subscriptions, it will be easier to improve its revenue by ads. eHarmony could be testing its ownads platform and contrasting that platform with other proposals, like the one offered by VisualDNA or the one offered by SenseArray.
eHarmony needs to deliver the correct ads to its members to achieve a high CTR.
If you are an eHarmony user right now, you will see the "New Profile Questions" globe when you log in. It clearly says "Tell us more about your interests. Find out what interests you share with your matches. Note: This information is not used for matching"
The 2010 annual revenue for PlentyOfFish is expected to be USD30 millions, more or less the same amount eHarmony could earn by ......... ads.