eHarmony is going social

eHarmony is going social with Facebook connect and the Ping a Friend feature. See screenshots as proof.
"With Ping a Friend, you can get advice about a match's profile from up to 5 friends anywhere in the world, via Facebook. Uncertain about a match? Ping a Friend!"

Yes, you read well, eHarmony's Team to cannibalize eHarmony (a 11+ years old obsolete site) making it a social dating site meanwhile they are developing a completely new site, a new compatibility matching algorithm using the 16PF5 test, instead of the Big5.

Many old dating sites like Match and PlentyOfFish (POF) had made the same trick, they show themselves as social dating sites.
Remember: Social networking/applications could merge with online dating for fun, for flirting, for entertainment purposes, for instant gratification. Social networking and online dating for serious daters are like water and oil, they will never mix.
Online Dating for serious daters does not need to be more social, it needs to be more effective/efficient. It needs to reduce the false positives problem.

The Online Dating Industry needs innovations but they will come from only one source: the latest discoveries in theories of romantic relationships development with commitment.
Only 3 major discoveries can help to revolutionize the online dating industry.
I) Several studies showing contraceptive pills users make different mate choices, on average, compared to non-users. "Only short-term but not long-term partner preferences tend to vary with the menstrual cycle"
II) People often report partner preferences that are not compatible with their choices in real life. (FORGET Behavioural recommender systems or other system that learns your preferences)
III) What is important in attracting people to one another may not be important in making couples happy. Compatibility is all about a high level on personality similarity between prospective mates for long term mating with commitment.

OkCupid Labs, part of Match's Team, is developing a very advanced compatibility matching method using the normative personality test 16PF5 to be launched in an independent site to replace Chemistry.
eHarmony Labs, the same, developing a very advanced compatibility matching method using the normative personality test 16PF5 to be launched in an independent site.

I had challenged both eHarmony and Match to show those Compatibility Distribution Curves for each and every dater, i.e. how compatible you are with the rest of the daters.