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There is a bit of deception going on there as they are posting their ad. I checked it out myself and found that they are trying to build a site but didn't think hard about putting it together. They went to dating site path and created some fake profiles then started promoting rather than one on one building their base. Much of what is done on the site can be done easily elsewhere with no costs associated.
I won't go as far as to say scam - just opportunists that didn't put thought into the project
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