If you do a good job - all the people find partners, and leave, and you need to find new people to join

If you do a bad job - all the people see it as desparate, and leave, and you need to find new people to join

It's a high churn environment so there's no real way to make money from... er... bums on seats.. so there's no real choice but to make some sort of barrier forcing people to spend money