eHarmony Japan, mystery solved ?

Nearly 2 years ago, the   eHarmony   Japan     project     began.

Supposedly costed over USD 5 million to develop  eHarmony  Japan, the majority paid in salaries.

The most credible explanation I heard about that big failure is:
“it was a bluff to (try to) sell eHarmony Inc.’s sites to IAC (Match, Chemistry and others) for USD 1B”