What is your business incentive to reduce crime rate? How reduction of the crime rate is making your business more profitable?
I think it's a bit of a stretch to compare online dating to an industry which, quite literally, destroys peoples lives and often unfairly targets disadvantaged groups.
If you have ideological views that people > profit (which I suspect you do, and I completely agree with), then that can be an incentive. But I think it is important to recognize that people and the systems they build can be corrupted over time. What happens when people that don't have the same ideology take control? The profit incentive won't change, but the ideological one may.
I wasn't the one that asked the question initially, but it's possible that's what he/she was getting at.