I'm not so sure about $50/sale is impossible to achieve with dating. There's less of an impulse buy mentality than with porn, less of a stigma, less reason for fraud, etc. I may be completely mistaken because our dating sites are just starting to get off the ground, but we're projecting fewer sales but more revenue per sale than we do for adult. 
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"Every normal man must be tempted, at times, to spit on his hands, hoist the black flag, and begin slitting throats."
--H.L. Mencken
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