simple: girl to guy ratio
shoesbabiesandboyfriends.com?
Essentially the idea was that the friends of someone would sign up, and then start writing their friends profile - the idea I think was to mimic how women find their friends dates in the real world.
From what I understand, their female/male ratio was very good to the point where at times the females outnumbered the men - whereas on other dating sites this is just not the case.
Beer + time does cloud ones memory.
Anyway, a quick Google search reveals that the site that I was talking about is called mysinglefriend - I think she originally told me mysinglemate or something, which is where I got confused.
Sorry about the mixup.