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Are they really "dating" sites if the purpose is just to get adopted as a male successor?

I think typically they would also marry the daughter of the current owner.

i.e. dating with an ulterior motive. See: Golddigger

I think the motive is the exact opposite of 'ulterior'.

I can imagine the pitch to VCs: "It's Monster meets OkCupid!"

Maybe you're onto something, OKCupid has a better track record as the method is actually based on some type of observable patterns. :)