The personals business is warming up to the concept of viral marketing. Last week I heard from Tom Jaffe, President of 8minuteDating. 8minute has a promotion that goes like this: if you can get three people to register for one of their speed dating events, you'll go free and they each receive $5 the event fee. Cool. I wonder how much of Match's discontinued live event traffic will get picked up by the speed dating companies, lock & key parties, etc? Today, I received an email from greatboyfriends.com which started out "relaxed, you delicious kumquat!" asking me to refer a friend for a free week on the service. What is it with the kooky writing over there?