Or equally cheesy, in this case:
eHarmony, Inc., which runs an online dating service for heterosexual couples, must now cater to a gay clientele. That is the upshot of a settlement the California company reached today with the New Jersey Attorney General’s Office.In what seems like a novel claim to our ears, the Garden State asserted that eHarmony violated the state’s Law Against Discrimination by not offering a same-sex matching service. New Jersey got involved following a complaint by Eric McKinley, a gay match-seeker in the state.
eHarmony has denied violating the law, claiming that its business model has been based on its expertise to date. The company says it has researched thousands of opposite-sex marriages to understand what makes opposite-sex couples compatible.
But, as a result of the settlement, eHarmony next year will launch a same sex matching service called Compatible Partners, which will be marketed in gay and lesbian media outlets, according to a FAQ that the company released today. The document makes clear that users of eHarmony.com will not be matched with users of the new site, compatiblepartners.net.
Compatible Partners—doesn't that sound romantic....
I've never understood the outrage about eHarmony. Yes, it's a dating website for heteros, and they don't match up queers and, yes, that smacks of discrimination. Hell, it actually is discriminatory. But there are tons of dating websites out there for homos—lots of which don't match up heteros—and as rights violations go, eHarmony was pretty piddling.
But now eHarmony will be running a gay dating website—victory is ours!—but one with a name that makes it clear that 1. eHarmony is doing it under duress and 2. eHarmony will be holding us at arms length with eTongs for as long as they have to run this separate-but-equal website. Which hopefully won't be for long. I predict that compatiblepartners.net will be among the least trafficked dating websites on the planet, right down there with guessyoulldo.com, desperatetogetpregnant.net, and blackgayrepublicans.org.
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