I've spent the last couple months wondering about dating site OkCupid and its data-driven attempts at viral marketing, but I've always been too lazy to really look into it. Fortunately, Awl pal Rob Walker did so this weekend, and now I know everything.

The stats-obsessed romantics who break down the calculus of love at OkCupid are claiming that anyone who's looking for love on its competitors — Match and eHarmony, specifically — is wasting their money and their time (which is money, you know!) by hunting around for potential partners there. All this through the power of math!