Consider a dating site funded by donations. In particular, it asks for donations if the site caused a good relationship. In this way, the site gets feedback on how well its matching algorithms are working, e.g., how well the date went. The feedback may also discover certain people are terrible people: no one donates after dating them. Perhaps they lied on there profile, or the dating site did a poor job of inducing them to tell the truth.
A marketing tagline could be asking for people to scale their donations on par with "dollars per happiness" from other sources of entertainment they've paid for recently.
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