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Rudder also suggested that doing this actually caused people, who were originally "bad matches", to actually like each other: "When we tell people they are a good match, they act as if they are. The revelation that Ok Cupid conducted these experiments on users led to much criticism.
In one article, James Grimmelmann suggested that companies like Ok Cupid that conduct experiments on users without their knowledge are potentially breaking the law.
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Rudder updated the "Ok Trends" blog, which consists of "original research and insights from Ok Cupid," for the first time in three years in July 2014. ," the post discusses three experiments run by the website without the knowledge of users.
Rudder prefaces the experiment results by stating: "...
Ok Cupid's founders (Chris Coyne, Christian Rudder, Sam Yagan, and Max Krohn) were students at Harvard University when they gained recognition for their creation of The Spark and, later, Spark Notes.
The website added a bevy of nontraditional profile options for users to express their gender identity and sexuality in late 2014.
These options—which included asexual, genderfluid, pansexual, sapiosexual, and transgender categories—were added to make the website more inclusive.
He further argues that even if a corporation like Ok Cupid is not based in a state like Maryland, some of its users are and if these users happened to be subject to an experiment without their authorization then this is a violation of state law.
Ok Cupid CEO Christian Rudder attempted to defend the company, in part by suggesting that it would be unethical not to experiment on users: "I think part of what’s confusing people about this experiment is the result. Then if we hadn’t had run that experiment we basically are doing something terrible to all the users.