I always push back on this argument, because it came up a lot. As someone higher up at the company once put it, if people are sufficiently convinced that you can find them what they're looking for in a dating app, there's almost no amount of money they wouldn't spend. People churn after not getting what they want out of an app. And relationships end, and people will return to apps they felt they had success with. Word of mouth successes were the ultimate marketing tool, OkCupid didn't have really any ad spend for the first year or two I was there (and apparently the hadn't in the years past.)