PlentyOfFish (POF) still sends passwords in plain text.
Security does not matter. Only to maximize ads revenue per user.
30.000.000.0000 pageviews per year
USD 30.000.000 revenue per year (at USD 1 CPM, *average* per all the ads showed in any page)
90%+ of the ads showed at PlentyOfFish are from paid online dating sites.
Operating Costs? My bet USD 27.000.000 per year