In 1965, a trio of Harvard undergraduates launched Operation Match, a computer dating service for horny undergraduates at New England’s single-sex colleges. A journalist for Look Magazine came to cover the sensation. ‘Call it dating, call it mating, it flashed out of the minds of …Harvard undergraduates who plotted Operation Match, the dig-it dating system that ties up college couples with magnetic tape,’ he wrote. Dig-it, it may have been, but Operation Match didn’t last out the decade.
Dateline, Britain’s premier computer dating service, was soon launched using the same technology, feeding customer questionnaires into a large mainframe computer which would spit out half a dozen matches for a fee. It was, according to Dateline itself, ‘the most significant advance in modern relations between the sexes since the granting of the vote’.