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It’s been said that the average consumer is like a mouse when it comes to the way they respond to marketing.
The pushy used car salesman, the vacuum cleaner guy at your front door, the people in the mall who want you to take their survey, the telemarketer who didn’t seem to hear you say, “no” the first time.
The company was slapped with lawsuits alleging discrimination, and in New Jersey — the company settled, and promised to include the gays.
And thus Compatible Partners, the gay love child of an anti-discrimination lawsuit in New Jersey, was born. In an interview with CEO and founding investor of e Harmony, Greg Waldorf, 365Gay writer Kate X Messer learned that the company wants to make amends with the gay community.“The bad feelings that may have existed in the past — from the gay community to e Harmony — I hope, over time, will dissipate,” Waldorf said.
With so many options for the LGBT community, why would we bother with a site that showed disdain for us from the start?
Will we welcome the “formerly” anti-gay e Harmony’s new gay site, Compatible Partners, which launched Tuesday, with open checkbooks?
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Of course, everyone still has a profile: you still answer similarly clever questions that try to capture your true — or at least aspirational — essence (“If I could give my sixteen-year-old self any piece of advice, it would be…”), and you are still given access to users who meet your criteria.