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We see this in consumer goods — if there are too many flavors of jam at the store, for instance, you might feel that it’s just too complicated to consider the jam aisle, you might end up skipping it all together, you might decide it's not worth settling down with one jam. I don’t think that that theory, even if it’s true for something like jam, applies to dating.

I wondered to myself, is this what online dating has done to us?

A couple of months ago, I was sitting at a bar minding my own business when the woman next to me did something strange.

Surrounded by potential partners, she pulled out her phone, hid it coyly beneath the counter, and opened the online dating app Tinder.

In fact, by several measures, online dating has proved even more useful — both to individuals and society — than the traditional avenues it has replaced.