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Thick markets, thin markets, and the triumph of attributes over compatibility.
This episode is included in the Freakonomics #smartbinge podcast playlist at wnyc.org/smartbinge
I know Wired has already done an article (http://www.wired.com/wiredscience/2014/01/how-to-hack-okcupid/), but Chris McKinlay's story seems relevant (maybe not economically, though).
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