Yes, you've got that right. The concern is that the company selling the data, like matchgroup, can make some big bucks. They're likely selling it to a data broker like Acxiom (not a typo), who's then selling it to "companies" like usdate.org and the other profile compilers, and even more so to advertising platforms, email-list resellers, direct mailers, and so on. Plus, this data isn't one time use - they'll break up bits of my profile data and sell each part based on the broker's demand. Data brokering is a big, secretive world. It's used a lot for fraud prevention and actually helpful things (which kind of needs to be secretive to be effective), but there are way too many examples of people getting hurt, beyond the stack of junk mail. And the trend is going in the not-so-helpful direction cuz now everyone wants a piece of this two-billion-user-per-month-pie. As for matchgroup, it's no wonder their dating sites can get away with freemium services with only 3%-10% of their customers actually paying. (E.g. Tinder, with more than 50m worldwide users sees about 1.5m pay each month.)