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In July 2012, Neil Clark Warren came out of retirement to become chief executive officer.

Warren closed unprofitable international operations, switched advertisers, made changes to the board, Prospective members complete a proprietary questionnaire about their characteristics, beliefs, values, emotional health and skills.

She writes that those who are childless by choice don't see themselves as lacking anything.

She notes that their preference is to be referred to as 'child-free,' which reflects a considered lifestyle choice.

Still others are caretakers to aging parents and feel children would further deplete their energy.

Some are dismayed with the direction parenting has taken today.

The company, which did not admit wrongdoing, agreed to allow access to both its gay and straight dating sites with a single subscription, to display its gay dating services more prominently and to establish a settlement fund to pay people who can show they were harmed by the company's policies.

A 2010 article published by the Harvard Business Review attributed the success of e Harmony's system to their large membership base, their efforts to exclude people who are not serious about dating, and their membership fees being more more expensive than the fees for other dating websites.The author hypothesizes that, since e Harmony's questionnaire and high cost of membership deter people who are interested in casual dating, e Harmony's members are more likely to be interested in a long-term relationship.In 2018, the Advertising Standards Authority stated that an e Harmony ad which included the lines, "It's time science had a go at love," and "Imagine being able to stack the odds of finding lasting love entirely in your favor," was misleading.According to Garcia, "Because of the price tag and the emphasis on long-term relationships...Compatible Partners' users are seen as quite desirable." After approval by the questionnaire, e Harmony begins to match members regardless of their subscription status.

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