I can't figure out which site he's talking about (I assumed eHarmony, but they don't seem to use "elite" as branding, and searching for elite dating brought up only escort agencies).
Edit: elitepartner.de is a German site, which runs in a similar way as described and advertises in major newspapers. They clearly optimize their Google results as a cursory look through search results reveals that their enormously bad reputation on user-review sites is buried amongst dozens of supposedly objective dating sites reviews, which - quelle surprise - they fare exceptionally good on.
Affiliate marketers are familiar with these as they usually offer the best payouts. The majority are matchmaking services, or market themselves that way, and $800 is on the low end. They typically start around $1500 and can go into the tens of thousands (ie. matchmaking for corporate executives)