Ask HN: my understanding of the dating sites industry

I'm wondering if people here can confirm my understanding of the dating sites industry.

The way I understand it, is that the gorilla in the space is match.com. When a new service, especially a free service, has some success, they buy them and then send users who are leaving their (paying) service to those free sites, park them there until they can "re-activate" them. At the same time, there are a few successfull free dating sites that make money of advertising.

Correct/wrong?