Online dating has become a widespread feature of modern social life. In less than two decades, seeking partners through commercial intermediaries went from being a marginal and stigmatized practice to a common activity. How can we explain this rapid change? And what does it tell us about the changing nature of love and intimacy? In contrast to those who praise online dating as the democratization of love and those who condemn it as the commodification of intimacy, this book tells a different story about how and why online dating became big.