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Such sites earn revenue from a mix of advertising and sale of additional options.

This model also allows users to switch between free and paying status at will, with sites accepting a variety of online currencies and payment options.

Other sites target highly specific demographics based on features like shared interests, location, religion, sexual orientation or relationship type.

Online dating services also differ widely in their revenue streams.

At the end of November 2004, there were 844 lifestyle and dating sites, a 38% increase since the start of the year, according to Hitwise Inc.

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