Respectfully, Phil, that hasn't been my experience at all. if how it feels to use is not sorted, dating sites will not go anywhere. In practice, dating sites live or dies on the free-vs-paid gap.
Once I stopped worrying about the conversion from match to conversation, dating sites got a lot simpler. My experience with dating sites shifted completely once I paid attention to what comes of it.
Once I stopped worrying about how fiddly it's, dating sites got a lot simpler.
Two people can have opposite results with dating sites purely because of the setup. That is roughly where I landed on new free dating sites launching this year.