Cupid Can Be Stupid

"We don't know why eHarmony has rejected over a million people looking for love," goes the tag line. "At Chemistry.com, come as you are."

Companies like Match, eHarmony, and Yahoo! (Nasdaq: YHOO) rely on serial daters to keep their premium services going. If all these lengthy registration forms are bunk, why should folks looking for love bother with the tollbooth-anchored dating sites?

It's free to post an ad on Craigslist to reach others within your town. PlentyOfFish.com is another free website that claims responsibility for 500,000 relationships last year alone. Don't forget the folks who are hooking up on free social networking sites like Facebook, News Corp.'s (NYSE: NWS) MySpace, and United Online's (Nasdaq: UNTD) Classmates.

Why would eHarmony rock a boat that is already taking on plenty of water from free matchmaking sites out there? I just don't see why eHarmony rejects a premium-paying model.

Stupid cupid. It shot itself with its own arrow.