6
THICK VERSUS THIN MARKETS
Big Fish or Big Pond?

As an experiment, I logged into Match.com and got a list of the women between forty and fifty who live within ten miles of me. I was presented with 454 women. I did the same thing on Date.com, and I was given 134 women to choose from. Does it matter which site I use? It seems like both have plenty of options for me.

Now consider a third option. I play a lot of tennis. It would be nice to meet a woman who shared this interest, so I logged into TennisDate.com and searched for all women between forty and fifty years old who live in California. I was presented with 52 options, nine of whom were within a one-hour drive of my house. That’s a much smaller set to choose from, but at least they ...

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