Customers are increasingly demanding for paid services on the Internet, supplementing as well as cannibalizing on existing services. While there is a growing amount of scientific literature concerning the economics of the Internet and paid services empirical studies are scarcely to be found. This paper discusses research in the field of price and product differentiation concerning paid services for dating websites. Considering the literature and examining a huge data base two hypotheses are deployed to highlight the willingness to buy and willingness to pay in this evolving field.