
Recently social data science has found fertile new ground in the booming field of online dating. By tweaking algorithms to increase the likelihood of a match, many online dating sites are becoming defacto behavioral science labs, constantly analyzing what makes people want to hang out, or start a relationship. Now along comes another company that is capitalizing on the principle of homophily: the fact that in general people like lemmings like to do what they see others doing. One month is it is taco joints, the next month fondue.
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