Probably secretly investing into ai to replace fake women on staff.

Despite this one company becoming the only culturally/socially acceptable way for most people to pursue a relationship (easy monopoly!), match group refused to do anything to improve people's experience (requiring face/photo verification to reduce spam, displaying if the users location is verified, and lifetime permanent bans of users who act inappropriately towards other users on and off platform). So it makes sense why their subscription revenue is going down. Good riddance.