The concept is interesting, although OkCupid actually launched this service in 2007 and it never really caught on. I'm guessing that they're betting mobile will change things significantly.

What I really don't understand is why the design is so bad. OkCupid has always looked reasonably impressive (at least in my opinion), and this new site feels flat and amateurish. The mobile apps don't look good either.

It almost feels like they've fallen for the new "me-too" trend of exceptionally flat design, inspired by Metro, but the execution here is just not good. The typography is particularly bad. Maybe it's just me, but I think it could really use some additional polish.