OkCupid: CON

Eduardo Trejo, David Cackette, David Espinoza, Dale Bellan, Gonzalo Aguilera

The Problem Definition

The online dating site Okcupid recently reported that it
had conducted profile tests on its subscribers to
determine the accuracy of its algorithm based matching
criteria.
Is it ethical for OkCupid to use their subscribers personal
data for research and profile manipulation, without their
knowledge?

Historical/Legal Context
On July 28, 2014, OkCupid disclosed
"We Experiment On Human Beings!," the post
discusses three experiments run by the website
without the knowledge of users.
... if you use the Internet, youre the subject of
hundreds of experiments at any given time, on every
site. Thats how websites work.

Historical/Legal Context
October 1 2002, the U.S. Court of Appeals for the
Second Circuit in the case of Specht v Netscape
ruled against Netscape for not providing an I
agree button.
July 2014 Rudder updated the "OkTrends" blog.
July 28, 2014, OkCupid, the online dating site,
disclosed that they sometimes manipulate their
users profiles for experiments.

Stake Holders
The people who made the decision to run these
experiments work at OkCupid
Ok Cupid is part of a conglomerate (IAC)
The people that participate in this site are putting
their personal information on it

Competitive Analysis
What's The Best Online Dating Site?
(source Lifehacker poll)

Match 15.41% (497 votes)

OkCupid 49.6% (1,600 votes) *

Tinder 18.32% (591 votes)

Meetup 3.66% (118 votes)

Plenty Of Fish 13% (420 votes)

Total Votes: 3,226

Economic Factors
Online dating is not cheap
The two biggest subscription-based sites in the U.S.,
Match.com ($42 a month) and eHarmony ($60 a month)
PlentyofFish.com and OkCupid, offer basic membership
for free
Most subscription sites automatically renew until the
customer cancels

Technological Factors
Encryption and non-anonymization of user data
Personal data collecting

Data sharing practices

Recommendations
Pay the subscribers to participate in these personality
what if scenario tests
Regulations that help to create clearer boundaries and
avoid problems of taking advantage of peoples data
Opt-out options lists

Cons
Advantages: if the site of OK cupid can find a way to develop their experiments
and still keep people informed of their intentions, it could help understand how
people communicate, especially with new technology.
Disadvantages: This creates a precedent that is ok for companies to use peoples
personal information to experiment with their data and their online behavior.
Advantages: The situation with OK cupid creates awareness about how peoples
personal information is used.
Potential consequences: Public institutions like congress will create the
appropriate legislation that will help to protect peoples information and as a
result people may avoid using companies like Ok cupid that take advantage of
peoples privacy.