“Tinder massively decreased the friction to get into an online dating app... you could go from kind of oh maybe I'm interested in online dating to actually swiping on people and maybe talking to someone in less time that it took to create your profile on e-harmony”

Frictionless Onboarding Expands TAM — Tinder Turned Casual Curiosity Into A Mass Market

Match and eHarmony required 20-100 questions to create a profile, limiting online dating to people already committed to trying it. Tinder used Facebook login, photos, and a short bio to cut that time to under 2 minutes. This expanded the TAM from a niche to nearly the entire adult population. When onboarding friction drops below a psychological threshold, entirely new user segments materialize.