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The popularity of Spark Match took off and it was launched as its own site, later renamed Ok Cupid.
In 2001, they sold Spark Notes to Barnes & Noble, and began work on Ok Cupid.
These options—which included asexual, genderfluid, pansexual, sapiosexual, and transgender categories—were added to make the website more inclusive.
Rudder updated the "Ok Trends" blog, which consists of "original research and insights from Ok Cupid," for the first time in three years in July 2014. ," the post discusses three experiments run by the website without the knowledge of users.
Coupled with data released by the dating app Tinder showing that only 26 million of the 1.6 billion swipes that the app records per day actually result in matches (despite users spending on average about an hour and a half per day on the app), an article published in the December 2018 issue of The Atlantic concluded "Unless you are exceptionally good-looking, the thing online dating may be best at is sucking up large amounts of time." The site revealed that one experiment included removing users' profile pictures on January 15, 2013 ("Love is Blind Day") and analyzed user responses to messages, conversations, and contact details.