because eHarmony is afraid of big hacking incident ala AshleyMadison that can devastate it!
Update on Compromised Passwords 2012 post
"eHarmony not hacked" 2011 deleted post
Employee data leaks from most of world’s biggest firms—and UK tops list (via ArstechnicaUK)
Next big data-leak will be from Match Group's sites, perhaps. Who knows?
SFC article: eHarmony CEO wants to court the Tinder crowd
eHarmony is ONLY a 16+ years old obsolete site and a HOAX, based on a big scientific fraud, only sustained by big marketing budget.
The Big Five normative test used by eHarmony, had been proven/revealed as an incomplete and incorrect model to assess/measure personality of persons.
Moreover eHarmony was copycatted in several countries like the online dating sites EliteSingles in Canada, Australia, USA, UK; eDarling in Spain, German, France, Russia; also TeAmo in Russia is another copycat of eHarmony. eSynchrony in Singapore, MiMediaManzana in Colombia, Peru, Mexico, Chile, etc.
Very easy to copycat eHarmony, but very difficult to innovate: a 100 times better algorithm than eHarmony.