Some of the dating sites do worse than just steal pics. They hire cheap labor (3rd world) and using fake accounts send fake replies to guys (paying members). All under a ToS saying it is for entertainment purposes only.

Match will just claim it was spammers and scammers, not done by match.com's in house team.

There are companies set up out there that will populate a dating site with fake profiles. (I don't know their urls, but seen them before)

I think there was also a UK documentary on scammy UK dating sites, on tv a little while ago. All using fake profiles of course.