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In modern retellings of the fairytale “Cinderella,” the story’s heroine struggles to find a suitable outfit that would enable her like it to attract a partner of her choice. Likewise, for centuries humans saw fashion as the key to getting an edge in attracting the opposite sex. Yet with the advent of online dating, modern-day Cinderellas of all genders may find themselves gravitating towards services that advertise their sexuality in a more ethereal way: through ghostwritten profiles and professionally–staged photographs, which have largely supplanted ball gowns and slippers as the first sight that a potential digital suitor sees when evaluating a romantic prospect.

In the past two decades, online dating went from being a stigmatized way to find love to an industry that market forecasters predict will reach $3.2 billion by 2020. An estimated 49 million singles have dabbled in online dating at least once, and one researcher found that 22 percent of straight couples and 67 percent of gay couples met online. Yet in order to cope with the anxiety that accompanies the advertorial aspects of online dating, some have turned to professional help to get ahead – creating a cottage industry of professionals who make a living ghostwriting and preening others’ online profiles. Continue reading →