With access to skilled designers, researchers and journalists they are in a position to explain and build trust.
More importantly perhaps, they have massive audiences that they can tell about online dating and persuade them to buy.
And that is something powerful media brands can help with. Many people worry about the idea of dating services, and online dating especially.
After all about 15 million single adults don't use dating sites! Their endorsement will add credibility to a dating site: if it is run by a well known media owner it must be safe, mustn't it!
I wrote off four BMWs and a Jaguar in the ensuing carnage.
Polish up your presentation in the business center or let your cares melt away by the seasonal outdoor pool.
An on-site restaurant and guest laundry offer added convenience.
However, the love is spreading – as it turns out all sorts of organisations, across all sorts of industries, are building powerful data engines to offer powerful personalised offerings in their markets, finding whole new use cases for smart matches.
Online dating sites are great at what they do because they are so skilled at manipulating large sets of connected data so they can bring similar-minded individuals together, at scale.