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Online dating sites use market metaphors to match people.Match metaphors are conceptual frameworks that allow individuals to make sense of new concepts by drawing upon familiar experiences and frame-works.
Most sites allow members to upload photos or videos of themselves and browse the photos and videos of others.
Sites may offer additional services, such as webcasts, online chat, telephone chat (VOIP), and message boards.
This metaphor of the marketplace – a place where people go to "shop" for potential romantic partners and to "sell" themselves in hopes of creating a successful romantic relationship – is highlighted by the layout and functionality of online dating websites.
The marketplace metaphor may also resonate with participants' conceptual orientation towards the process of ﬁnding a romantic partner.
Some sites provide free registration, but may offer services which require a monthly fee.