Aisle only lets users connect with someone by buying ‘invites’.

Invites come in packages of 3 (), 5() and 7().

Dating apps have become more like slot machines, where the promise of an occasional match keeps us swiping incessantly.

This is called variable ratio reinforcement: the prize is unpredictable but it’s out there, which keeps us coming back for more.

This invite-system neatly sidesteps the Nash’s equilibrium problem and rids males of the power to indiscriminately try to match with everyone and females of unwanted attention. Invites only get used up when accepted, and are added back to your account if declined: brilliant!

Another masterstroke of differentiation is how Aisle has positioned itself: as an app for long-lasting, deep and committed relationships, clearly stepping away from the over-crowded casual dating space.

Coffee meets Bagel only shows you a limited number of highly curated, pre-selected matches of the opposite gender whereas Bumble is even more radical in only letting women send the first message.

None of the dating apps out there in India currently do anything drastically different from Tinder.

When you take activity into consideration, men have been found to be twice as active as women, which makes the ratio even more lopsided.

We’ve already seen how even slight imbalances in a market can dramatically shift the power away from the overrepresented group.

This vicious circle of behaviour that forces men to adopt ‘extreme’ strategies leads to women getting inundated with ‘low-quality’ matches and messages, that might overwhelm them into abandoning the app altogether.