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It is one of the most profound changes in life in the US, and in much of the rich world.Instead of meeting our partners in school, at work, or through friends and family, many of us now meet them online.
The lonely hearts of the world have done very well out of the shift.
But freed from their villages, people faced new difficulties: how to work out who was interested, who was not and who might be, if only they knew you were.
In 1995, less than a year after Netscape launched the first widely used browser, a site called was offering to help people answer those questions.
More immediate because instead of being used to plan future encounters, or to chat at a distance, they can be used on the fly to find someone right here, right now.
More personal because the phone is intimate in a way the keyboard is not, camera-ready and always with you. Many people now feel quite happy swiping left or right on public transport, gossiping to their friends about potential matches.
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As early as 2010 the internet had overtaken churches, neighbourhoods, classrooms and offices as a setting in which Americans might meet a partner of the opposite sex.