People in general have an aversion to linking their personal FaceBook to apps in this space. Rightly or wrongly, they worry about it becoming known that they use services like that. It's an interesting phenomenon, and it wasn't all like that back a few years.

Haven't people been living in fear of their loneliness being unmasked for longer than a few years? Put another way, don't we already demonize loneliness and low social value?

I can't imagine it being a new phenomenon that people are averse to "Katie started using e-Friend MatchMaker!" showing up on their Facebook news feed. And if there is a usage statistic indicating that fewer people are using e-Friend MatchMaker, I wager it's because they're realizing that it shows up on their news feed.

I would think it's always been uncool to use dating websites and any other extension of that concept. Even on Tinder, there's like this subtle charade that yeah, we're both normally way too cool for this stuff but our throng of friends finally convinced us to join. Maybe we can find some time to send each other a message despite our busy schedule of meeting new people irl.