This from Reuters:

Match.com, a unit of IAC/Interactive, is accused in a federal lawsuit of goading members into renewing their subscriptions through bogus romantic e-mails sent out by company employees. In some instances, the suit contends, people on the Match payroll even went on sham dates with subscribers as a marketing ploy.

[…]

In a separate suit, Yahoo’s personals service is accused of posting profiles of fictitious potential dating partners on its Web site to make it look as though many more singles subscribe to the service than actually do.

This right on the heels of Great Expectations legal problems, in various states.