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(Saw You At Sinai matchmakers are not employees of the company with regular salaries, but are paid directly by clients only when they arrange a marriage; ,000 is a standard fee.) As the gig economy creates increasing expectation for intensely customizable and immediately accessible services — from ride sharing to grocery delivery — questions about the usefulness of a standardized matchmaking system that involve less input on the part of the user continue to emerge.

In contrast, Avitan charges his clients for consultation not based on success but by the hour.

“A single person looking for marriage is already limited by relying on others to help him or her out,” Ackerman told The Jewish Week via email.

“If I want an ice cream from the store, do I hire a middleman to introduce me to the ice cream? I will go to the store and pick out my own brand of ice cream with my favorite flavor at the right price. If you want action, then you’re best off doing it yourself.” The group has not yet led to any matches, but has over 90 members.

Somewhere in between lies OU-JLIConnections, and the now-happily dating Rivka.

Leah Gottfried, creator of “Soon By You,” a witty web series about Orthodox dating, sees the range of options available to Orthodox daters as a net positive.

She notes that her clientele has “increased tenfold” in recent years.The enterprising bachelor has parlayed his recognition as one of the most right-swiped (meaning “liked”) men on JSwipe, the popular Jewish dating app, into a new gig.Last year Avitan launched “The Right Swipe,” in which he offers his finely honed advice to Jewish singles looking to improve their online dating and social media profiles.Avitan, however, takes a swipe, so to speak, at the shadchan-based model of Saw You At Sinai, where matchmakers peruse profiles and suggest potential matches.On an app like JSwipe, “you’re cutting out the middleman,” he said.

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