She signed up for JDate, an online dating site for Jewish singles.
“All kinds of people are doing it,” says Caploe, 54, a publisher who lives in New York City.
“Sometimes whatever chemistry we had just fizzles out.”Perhaps being in the market for a mate can’t be compared with using other services. D., a professor at the Harvard Business School who studies consumer behavior, thinks so.Collectively, we spend huge sums of money on matchmaking, not to mention all the time and substantial emotional investment. Given that we usually rate products (like refrigerators) and services (like banking), this is new and fairly unusual territory for us.