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Users were asked instead to consider other browsers.

The website added a bevy of nontraditional profile options for users to express their gender identity and sexuality in late 2014.

The popularity of Spark Match took off and it was launched as its own site, later renamed Ok Cupid.

In 2001, they sold Spark Notes to Barnes & Noble, and began work on Ok Cupid.

In December 2017, Ok Cupid rolled out a change that would require users to provide their real first name, in place of a pseudonym as was previously encouraged.Editorial posts from 2010 by an Ok Cupid founder in which and pay-dating were criticized for exploiting users and being "fundamentally broken" were removed from the Ok Cupid blog at the time of the acquisition.On March 31, 2014 any user accessing Ok Cupid from Firefox was presented with a message asking users to boycott the internet browser due to Mozilla Corporation's new CEO Brendan Eich's support of Proposition 8.Coupled with data released by the dating app Tinder showing that only 26 million of the 1.6 billion swipes that the app records per day actually result in matches (despite users spending on average about an hour and a half per day on the app), an article published in the December 2018 issue of The Atlantic concluded "Unless you are exceptionally good-looking, the thing online dating may be best at is sucking up large amounts of time." The site revealed that one experiment included removing users' profile pictures on January 15, 2013 ("Love is Blind Day") and analyzed user responses to messages, conversations, and contact details.When the photos were restored, users who had started "blind" conversations gradually began tapering off their conversations, leading Ok Cupid's CEO Christian Rudder to remark "it was like we'd turned on the bright lights at the bar at midnight".

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