The question then becomes, what happens to the trove of personal data that OkCupid has amassed?

Not surprisingly for a site founded by math geeks, OkCupid is extremely data driven.

The site's OkTrends blog employs sophisticated statistical analysis to offer advice on topics like how guys can tell whether their are better or worse than average (ask her if she likes the taste of beer), which digital cameras make people (Panasonic's Micro4/3s), and what the are (how much money they make and how tall they are).

, data is what feeds the algorithms that OkCupid uses to suggest good matches. Last June, for example, the site introduced a feature making it possible for people who are rated attractive by other members to receive suggestions only for .