Definitely and it would have been hilarious + turned a "have they gone evil?!?!" set of internet comments into a hilarious "ah that makes sense aren't they funny!" pat on the back.

Then again, they probably did their research, realised they didn't want to make a big deal about this, that the people who noticed probably aren't their biggest customer base, that they don't want to bring this to the attention of Match.com and that they don't want their customers freaking out about upcoming payments.