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While I commend POF for aiming to change their hook-up site perception, I am skeptical that this will shift their identity simply by shutting down the hook-up portion of the site.I don't doubt Frind's altruistic intentions but it goes without saying that many advertisers, which are the bread and butter of their revenue stream, frown upon associating themselves with any shade of legal prostitution.

“There is no reason for a 50 year old man to contact 18-year-old women.

The majority of messages sent outside those age ranges are all about hook-ups,” he wrote.

He added that an estimated two per cent of male members had “started to use POF as more of a hook-up site mostly due to the casual nature of mobile phone use,” following the increasing popularity of smart phone apps among the site’s users.

Due to the low barrier for entry this leads them to attract more casual daters.

However, it also allows them to focus on retention of customers rather than constantly having to attract new singles.