Well Match saw the success of Tinder so they switched a lot of their apps to do the same. Then they bought Tinder and filled it with ads and enshittified it. Then people flocked to other apps because the old ones were shit. Then Match bought those too and made them shitty too worth swiping and ads. There have been no stellar new apps so people are avoiding them. Eventually there will be a cool new dating app that people will flock to that Match will buy and not learn anything from the catalogue of apps their strategy has killed and they will make that one shitty too.