There's been a UK version of this around for a while now: http://www.mysinglefriend.com.
I know this because it has been advertised quite a lot in the popbitch newsletter but today is the only time I have visited the site (via a google, before posting this comment, to check I didn't imagine the whole thing). I find this process interesting. I might have thought the adverts were useless on me, as I never clicked them, but lo and behold the company stuck in my brain somewhere and here I am sharing the information on an internet forum (to appear knowledgable? for karma? why?). Takeaway: advertising is more powerful than I thought.