So instead of continuing along as another free, swipe-based dating app we love to hate, Hinge is losing the familiar "hot or not" millennial dating strategy -- one that Hinge's researchers say rarely yields results. So the plan is to get more relationship-oriented, with a serious pool of people ready for the real thing.
In Hinge's PR around the event, its reps said the company was sick and tired of perpetuating "a lonely world, where apathetic singles practiced competitive ambivalence and avoided 'catching feelings' like a plague." Doing away with swipe-obsessed, disconnected users, the new Hinge is calling itself "a Match.com for the next generation" -- a place where singles can actually find stable, healthy partnerships instead of some quick peen after a few picklebacks. Swiping is fun and everything, but it isn't the stuff of real romance.