After a few minutes of browsing, the tell-us-about-yourself questions took over the screen; answering a certain number allowed you to browse again. DateDate defied all rules about how to make an engaging app—“so much friction,” one early reviewer in TechCrunch stated—and yet our userbase continued to grow, and hardly anyone left. The Founder compared this friction to opening a good bottle of whisky—the slow process of removing the wax seal made you more desirous of what was inside. No need to rush. We were crafting the perfect experience of love.