They did tons of data analysis across all aspects of profiles, and had a popular blog where they published the results.

They were heavily involved in researching what factors more reliably led to not just better matches, but better relationships -- when you disabled your account, they'd ask if it was because you'd met someone through OkC and ask you to pick who, if you were willing to share.

I don't think there was anything fucked up about it, as long as it was all anonymized and at scale. Trying to understand what messaging strategies worked better or worse could be a major part of figuring out how to improve matches.

Like, one obvious factor could be to match people who send lots of long messages with lots of questions with each other, while a separate set matches people who's messaging style is one sentence at a time. I'm not saying that would necessarily work well, but it's not crazy to research if NLP analysis of messages can produce additional potential compatibility signals.

The whole point of OkC back then was to try to develop as many data-based signals as possible to improve matches.