Worth reading in full:
http://kottke.org/14/08/the-problem-with...social-web
http://kottke.org/14/08/the-problem-with...social-web
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This is also why I don't have much patience with the idea that "The worst thing could have happened [with the OkCupid testing] is people send a few more messages, and maybe you went on a date you didn't like." (Rey Junco told this to ReadWrite to explain why he thought Facebook's study was worse than OKCupid's, but you see versions of this all over.)
First, going on "a date you didn't like" isn't a frivolous thing. It definitely incurs more material costs than not seeing a Facebook status. And bad (or good) messages or a bad or good date can definitely have a bigger emotional impact as well.
More importantly, though, don't make this just a question about dates or feelings, about what somebody did or didn't read and what its effect on them was. I don't care if you think someone making a dating profile is a frivolous thing. Somebody made that. They thought the company hosting it could be trusted to present it honestly. They were wrong.
Read my work on Return of Kings here.