Of course online dating is still work, but the emotional labor and risk of failure has been significantly reduced.Slater picks up on two unintended consequences of a low-friction dating market.

A friend who uses it tells me: “It’s good if you’re picky…

but there aren’t a lot of people on it.” Cost: Free I can’t really make a list of the best dating sites without mentioning Tinder. Tinder once had a reputation for being a ‘shagging app’ - but that's changed.

Cost: Free For people who hate the forced feel of a first online date, Doing Something might be the answer.

It lets you pick a match based on their date suggestion, whether it’s a sushi-making masterclass or rollercoaster ride.

At first people were drawn to the app for its simplicity - users can swipe left to decline and right to approve a date. Now, it seems you can’t go anywhere without meeting couples who got together though it.

The app’s best quality is undoubtedly its sheer amount of users – there are 50 million active ones, so it’s unlikely you’ll run out of potential matches.

Online markets reduce friction drastically in that they make the shopping part laughably easy.

Let me illustrate this point with an example that has nothing to do with dating.

Pick-up bars were imperfect markets to say the very least.