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The 20 most popular dating sites in 2006 as ranked by Hitwise include j (for Jewish singles), Christian Mingle.com, Christian Cafe.com, Man (same sex introductions), Love From India.ini, Black Christian People Meet.com, (for Latino singles), Asian People Meet.com, and (for Indian singles).Since 2003, several free dating sites, operating on ad based-revenue rather than monthly subscriptions, have appeared and become increasingly popular.

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Some sites are broad-based, with members coming from a variety of backgrounds looking for different types of relationships.

Other sites are more specific, based on the type of members, interests, location, or relationship desired.

Match metaphors are conceptual frameworks that allow individuals to make sense of new concepts by drawing upon familiar experiences and frame-works.

This metaphor of the marketplace – a place where people go to "shop" for potential romantic partners and to "sell" themselves in hopes of creating a successful romantic relationship – is highlighted by the layout and functionality of online dating websites.

Other sites depend on advertising for their revenue.