One of the strange things I saw in germany last week was the fact that every radio stations music , in Store music, and music you can buy is in english. That is strange because for the most part there aren’t a heck of a lot of germans who can speak or understand english.
Now in north america you hear endless crap from artists claiming people buy their music because they identify with them, or they fall in love with the words etc etc. As far as I can tell the only reason germans are spending $20 to $40.00 a CD is because they listen to the melody and associate what kind of song it is. ie Happy, Sad, upbeat etc.
I think in the dating industry we have something similar with eharmony. I think the people that fill out the hour long personality test feel obligated to pay. Everywhere else in life if you spend an hour just filling out an application form for a service you have to pay for it. Another example of this is in affiliate marketing where the 75 page sales letter on a single page website converts insanely well.
So what happens when you don’t make a personality test, or wasting time a mandatory part of the signup process? You end up like perfectmatch.com and true.com, there isn’t a single “serious” dating site that has succeeded unless they made the personality test a manditory part of the signup process.