Facebook's New Dating Feature Probably Won't Make Online Dating Better

It won't fix the fear of commitment that has infected modern relationships.

Yesterday, god-king of social media and possible android Mark Zuckerberg…

Shares of IAC and Sparks Dating, the two conglomerates behind some of the most popular dating sites, took a tumble after the revelation of Facebook's future plans. Their CEOs shouldn't lose much sleep over Facebook's move, however. They have established brands, and Facebook's entry into dating was less a groundbreaking, revolutionary surprise and more the fulfillment of an inevitability. The company has bounced the idea around internally for over a decade. It makes sense that a company built around (1) allowing users to communicate and form relationships and (2) providing a platform for advertising to those users would invest in a feature that keeps users on their site longer.