April 1, 2006; Page P4

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says he was able to wrest child custody from his client's ex-wife based partly on allegations that she had used her younger sister's photograph in her dating profile to trick men, including her future husband, into emailing her. “If she'd misrepresented herself in that regard, maybe she misrepresents herself in the area of custody,” says Mr. Hoover. “That was just brought up to attack her credibility.”

Marriage counselors and divorce attorneys say they are often struck by how much of what brings people together online ultimately contributes to the undoing of the relationship.

One of the hallmarks of online dating, for example, is the quick intimacy driven by heartfelt profiles that can go on for pages and reveal everything from a person's favorite food to a weakness for tattoos. Focusing on these attributes, some psychologists say, makes potential suitors more likely to overlook someone's downsides. A 2004 Match study said 11% of its married couples were “in love prior to ever meeting face-to-face.”

Online courtships also take place initially via email, a notably misleading way of communicating that doesn't take into account tone of voice or facial expressions. And experts say online daters as a group tend to be more interested in marriage and therefore more inclined to jump the gun.

It took Carolyn Fellwock and Charlie Watson only 11 months to tie the knot after meeting on Yahoo Personals—and three years more to call it quits. The couple's shared appreciation for movie nights and homemade Irish stew turned out to be no match for their bickering over how to discipline their kids from previous marriages or the best way to spend the family savings.

“I can't believe it's over,” Ms. Watson now says. “I really did think I'd found a soul mate.”

A string of failed relationships can mean more subscriptions for an online dating site, of course, but many companies say they are more interested in building a brand name based on success. With several sites mulling plans to branch into services for other family issues, from child-rearing to troublesome in-laws, companies call a good marriage the foundation for customer loyalty. “If they appear to be happy in their marriage for the first couple of years but it doesn't last, that doesn't do anything for us,” says Ron Worthy, product manager for member revenue at BlackPlanet Love, an African American singles site. “We want to build families.”

For those relationships that do fail, dating sites have some built-in protections, primarily in the form of waivers members must agree to with the click of a mouse. Match, in language similar to that of other sites, declares itself not liable “for any damages whatsoever” from emotional distress to bodily injury. Sites with personality tests and quasi-counseling also include waivers saying such services are no substitute for professional help.

Match already has some publicity headaches stemming from a recent lawsuit over “date bait”—flirtatious emails from phony daters to keep subscribers coming back. Yahoo Personals also is being sued for allegedly posting false profiles. Both companies have denied those claims as fraudulent and are fighting the lawsuits, which seek class-action status.

Anna Murray, a 39-year-old New York technology executive, knows the pitfalls of online dating. Her solution: She ran her Match suitors by her therapist. “She'd read between the lines as only a good personality profiler can do,” says Ms. Murray, now married. When presented with her future husband's profile, she recalls, her therapist delivered the verdict: “She said, 'He's not a creep.'”

While some sites track their marriage rate closely—eHarmony says 16,500 of its clients tied the knot in the year ending August 2005—others say it's too hard to track accurately. According to the Pew Internet & American Life Project, a nonprofit research organization, an estimated two million married Internet users in America met their spouses online—that is about half the total number of people who married last year.

To maintain its success rate, eHarmony says it has rejected 1.4 million applicants it deems not marriage material—they are struggling with addiction, for example, or have more than three failed marriages under their belt. Through its relationship lab, the company hopes even unhappy couples can help the cause of lasting matches; by noticing patterns in failed couplings, eHarmony can tweak its “compatibility matching system” to fix the problem. For example, founder and chairman Neil Clark Warren says he has noticed grieving widows and widowers tend to move too quickly in rebound relationships, creating tensions down the road. “We have