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I want to know too. A lot of dating sites get pissy about this and it's just silly.
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It's not silly. The reason is that the actual members tend to go ballistic when they sign up for datingsite.com, and then some coworker runs across their info and pics on cumslurpingteens.com. Dating sites have a unique challenge in promoting themselves without alienating the core membership.
Also, not all dating sites use fake profiles to draw people in. We don't, for instance. Those that do are pretty well disrespected by their members, since it's bloody obvious.
Cheers
-b