Love doesn’t cost a thing — except in 2025, it seems to come with a six-figure price tag. Surveys show Americans now expect partners to earn $100K+, while simultaneously refusing to spend more than bus fare on the actual date, creating a kind of group delusion that’s squeezing the once-booming dating app industry. The disconnect in expectations has left matchmaking companies hawking a product few people want to admit they’re still buying.

• Platforms are struggling to engage users, with BumbleBMBL
  axing a third of its staff and MatchMTCH
  cutting 13% of jobs, after Tinder lost 400K paid customers for two consecutive quarters.
• Bumble and GrindrGRND
  shares have slumped 18.2% and 12.1% year-to-date, while Match has climbed 13.5% on the back of Hinge’s momentum and its broader market strength.

Cupid’s chokehold: Despite the exodus from digital dating, success stories are emerging as companies adapt their strategies. Grindr reported a 27% revenue surge in Q2, while Match Group’s Hinge generated 18% user growth after implementing AI-powered matching features. Despite growing “swipe fatigue” pushing users toward speed dating and social clubs, the uphill challenge of meeting someone organically still tips the scales in favor of dating apps — at least for now.