The online dating website OkCupid (OKC) helps us to do this with the help of ‘science’. The aesthetics of the site set it apart from the naff divorcee vibe of RSVP, the smooth torso-driven hunkiness of Grindr, or the visceral inflated fantasies of Adult Matchmaker. Instead, it has minimalist styling, a playful and ironic approach, lots of quizzes to complete and games to play. It generates percentages for how compatible people are, and its ‘robot’ suggests people that you might like. Their tagline is ‘we do math to get you dates’.