And honestly, I believe the idea of having friends writing your profile is very flawed. Maybe it's my own personality, but I cannot see that happening to me or any of my friends.
Online dating is never going to be perfect because no dating is ever going to be perfect. But roughly speaking, everything is already invented. Dare I say, pay sites do the bulk of the filtering by having people pay (mostly us males), and that just works and finances the site. As simple as it is. And this is why they still exist.
So yeah, you can add a few elements, maybe some enhancements to traditional dating sites but the basic mechanics are just that: everybody self-promoting and looking for other people, following their basic instincts. How much can you direct that to be more effective? probably not that much more.