The market, particularly during the early days of capitalism, was expanded physically — boundaries were geographically stretched by sail ship, colonial whip and surveyor stick; but the market was also extended through the reconfiguration of relationships and cultural practices toward the extraction of value and profit.
Internet dating can easily be read as the latest example of marketization.
Your increasingly desperate calls to just be left alone are met by deaf ears, and your excuse that you never meet anyone when you go out no longer holds any water.
“It’s easy to meet people,” they say, “I mean, haven’t you tried Internet dating?
It’s an industry that has grown to be worth over £2 billion by essentially extracting a surplus from the social practice of meeting potential lovers and partners.
Along these lines, Slavoj Zizek has bemoaned Internet dating as an extension of commodification,the “life-hacking apps… The new frontiers of commodification and capital accumulation are always uneven, murky, and hard to recognize at their birth.
As of 2012, such users buy credits "priced on a sliding scale, starting at .99 for 20 credits, and going up to 9.99 for 1,000.
The company launched its first website in January 1997 and expanded its business in more cities throughout Russia and Ukraine.
Following the growth of Anastasia Date, the company spun off three websites during 2007, each connecting western men with women from different areas of the world: Amo Latina, Asian Beauties, and Africa Beauties.
Online dating is now a part of everyday life for millions of people.
It is the largest single way in which relationships start in the UK today.