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Coloured lights flash from the ceilings, workers lounge on circular banquettes, dance music plays from hidden speakers.

Despite being in a mid-rise office tower overlooking a turnpike in the dry, landlocked city of Dallas, Texas, the Match offices are evocative of a racier environment, where anything might happen.

"I expect them to have to be more explicit in what they do with their data and what they require of users."According to a Pew Research Center report in October, 11% of American adults — and 38% of those currently "single and looking" for a partner — say they've used online dating sites or mobile dating apps."We entrust some incredibly sensitive information to online dating sites," says Rainey Reitman of the San Francisco, Calif.-based Electronic Frontier Foundation, a nonprofit that advocates for user privacy amid technology development.Such companies offer a wide variety of unmoderated matchmaking services, most of which are profile-based.Online dating services allow users to become "members" by creating a profile and uploading personal information including (but not limited to) age, gender, sexual orientation, location, and appearance.We sat in a conference room ­overlooking a floor full of computer engineers gazing at their monitors, and with a Power Point presentation, she endeavoured to show me how Match uses cutting-edge ­technology to cultivate age-old emotions.With the number of paying subscribers using Match approaching 1.8 million, the ­company has had to develop ever more ­sophisticated programs to manage, sort and pair the world's singles.

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