Match is offering members a guide to dating called "How to Meet the Right Person in 90 Days." I wonder if the timeframe has anything to do with the fact that most dating service members stick around for 90 days? The guide will come out in three installments.

Lot's of filling out lists and sharing with friends and the copy was not quite as bad as I was expecting because this type of writing is a difficult target to hit, either it's smarmy Oprah-speak or therapist ranting that turns people off. I've offered something similar at ProfileDoctor for years, it's good Dating 101 information that all serious daters should know.

Obviously Match is trying to offer more feel-good services to members, but I'm not sure if this is the right direction for them to take. According to insiders, major new initiatives were supposed to happen at match this spring, and all we've seen is Happen and this guide, along with a few "catch up with Yahoo" features.

Helpful hints for members is certainly not going to keep people around longer and if that's their idea of better customer services, it's time to go back to the drawing board.

Stop relying on Ph. D's and low-calorie pop culture articles and start adding better features and services. That's the only thing that's going to turn the Match ship around at this point.