I think it’s basically a marketing ploy. Evolution has been doing fine with our current system of finding mates. There are thousands of mating strategies and that is good. One more won’t be a problem, and I’m sure it will help some people. But I really don’t think it matters.
Dating services have all kinds of match algorithms. I suspect few work any better than anything we already do for ourselves. In particular, I suspect that seeing someone and being attracted to them is just fine as a mechanism for matching people. I bet it works just as well as anything else.