The cognitive overload of internet dating

This is so sad. According to Michael Norton of Harvard Business School people using internet dating typically expend twelve hours search time per week for two hours pay-off of off-line, real dating.

Of course it may not be so sad. Perhaps they're being really thorough in their research. Apparently not. According to Norton's and others' studies people are overwhelmed by the number of 'matches' they get on internet dating sites and don't analyse them properly. I wonder. Maybe it's just that there's just no way of having that brief conversation with the guy you fancy in your office which, despite his professing to share your taste in music or books, within seconds reveals he's a complete creep who you'd prefer to avoid.

[Via Technology Review]