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These apps can simplify and speed the process of sifting through potential dating partners, chatting, flirting, and potentially meeting or becoming romantically involved over traditional online dating services. At the end of the day, I have friends who’ve had the perfect match on CMB, but it isn’t one of my favorite online dating apps. While people used to meet mostly through friends, says Reuben J. Thomas, assistant professor of sociology at the University of Mexico, that’s been sharply on the decline since the advent of the Internet.” The dating industry is now worth about $2.4 billion, with revenue split between advertising and subscription services,