"It's a theme that runs through social psychological literature," says Andrew Fiore, a visiting assistant professor at Michigan State University, who works on computer-mediated communication.
"We don't know ourselves very well on a descriptive level."The same is true for the millions of Match users, says Ginsberg, and she tried to incorporate dissonance into the algorithm.
Until Ginsberg joined IAC, which owns Match, in 2006, she worked at i2 Technologies, a supply-chain management company, also based in Dallas.
She was promoted to her current post earlier this year, after former Match president Gregg Blatt was made chief executive officer of IAC.
A key recruit was Amarnath Thombre, a soft-spoken engineer from Pune, India.
On a hazy Monday in June, I came to meet Mandy Ginsberg, the president of US, the world's largest online dating site."I might come in and say I'm looking for a nice Catholic guy between 30 and 40 who is non-married," she says."But after weeks of looking at people, I might get an e-mail from a guy who has kids, and I might accept that. All that data goes into algorithms and affects who we put in front of you."To sort expressed ideals from actual desires, Ginsberg realised she would need some technical help.Like his boss, he met the love of his life offline.His wife is also Indian, and they were introduced through family.