Free dating site rival (and Vancouver resident) Markus Frind of Plentyoffish has an answer for Van Grove. YES.
In a post titled It's official - Match.com Abandons Paid Dating, Frind claims that IAC's launch of DowntoEarth is a victory for free dating sites.
It looks like match.com realizes they are losing marketshare fast and paid sites don’t really have a future. 15% of my users in the US pay on other dating sites every month, but they all say if there was another big free site like plentyoffish they wouldn’t pay elsewhere. This has already happened in Canada where plentyoffish is pretty much the only dating site people use, and eHarmony a distant second.