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Then, while still at i2, she became involved with an engineer at the company who was born halfway across the world. "If I had laid out a criteria for what I was looking for, it would not have been a guy from south India," she told me. You're constantly making trade-offs about who's too tall, too short, too smart and too dumb.

People come in and tell us a bit about what they're looking for.

So, if a woman says she doesn't want to date anyone older than 26, but often looks at ­profiles of thirty-somethings, Match will know she is in fact open to meeting older men. That is, the algorithm looks at the behaviour of similar users and factors in that ­information, too.

Until Ginsberg joined IAC, which owns Match, in 2006, she worked at i2 Technologies, a supply-chain management company, also based in Dallas.

Her jewellery was limited to a diamond bracelet and a wedding band.

Confident and casual, she seemed as good a person as any to be the face of online dating.

"We don't know ourselves very well on a descriptive level."The same is true for the millions of Match users, says Ginsberg, and she tried to incorporate dissonance into the algorithm.

"I might come in and say I'm looking for a nice Catholic guy between 30 and 40 who is non-married," she says.

Despite being in a mid-rise office tower overlooking a turnpike in the dry, landlocked city of Dallas, Texas, the Match offices are evocative of a racier environment, where anything might happen.

It is a subtle shift, but one with profound implications.

"Before, matches were based on the criteria you set.

We sat in a conference room ­overlooking a floor full of computer engineers gazing at their monitors, and with a Power Point presentation, she endeavoured to show me how Match uses cutting-edge ­technology to cultivate age-old emotions.

With the number of paying subscribers using Match approaching 1.8 million, the ­company has had to develop ever more ­sophisticated programs to manage, sort and pair the world's singles.

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