Algorithms are the matchmakers of the modern world. The idea has roots in the 1960s From 1843mag
n 1966 John Patterson went to visit some friends in America and came home with a business idea. Patterson was a bon-vivant entrepreneur who loved the company of women and this idea – a dating service – held personal appeal to him. He had observed the workings of Operation Match, a computer dating service started at Harvard in 1965 by two undergraduates, that paired students together for dates for $3 a pop.
By 1970 Dateline had risen to prominence, thanks in part to advertising asking Tube passengers: “Could you be sitting next to the new man in your life?” and print ads promising to “make you a believer”. By 1982 Dateline had 44,000 customers, which made it the biggest dedicated dating business in the country.
Dateline, however, was a broad church, welcoming “shepherds and peers of the realm” alike. By removing class as a determinant of romantic suitability, Dateline furthered a radical new paradigm in the love quest. Psychology, not social background, now determined romantic compatibility – and an impartial computer served as the matchmaker. Compatibility is now central to our ideas about love, but interest in it emerged from the use of personality testing by psychologists.
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