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We’re surprised at the timing given the amount of personal and sensitive data that comes with this territory," Mandy Ginsberg, the CEO of Match Group, said in a statement.

"Regardless, we’re going to continue to delight our users through product innovation and relentless focus on relationship success. Facebook’s entry will only be invigorating to all of us.”"Come on in. Their product could be great for US/Russia relationships," Joey Levin, the CEO of IAC, Match Group's parent company, added.

The Dating announcement comes at a strange time for Facebook.

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In many ways Dating makes perfect sense for Facebook.

Instead of allowing third-party apps to move user data to their own ecosystems, the social network is instead building its own. After all, Zuckerberg’s company started out as Face Mash, a “hot or not” game for Harvard students.

Until recently, you couldn't even sign up for a Bumble account if you didn't already have a Facebook account.

It's not unreasonable to wonder whether these apps would even exist without the social network.

It’s hard not to immediately notice that Dating looks eerily similar to predominant existing dating apps, like Tinder, Hinge, and Bumble.

Which means that in one sense, Facebook is again looking for success through imitation.For example, if you're attending a concert, you'll be able to "unlock" your profile, so that potential matches who have said they're going to the same show can see it.The social network says it's going to start testing Dating later this year, and that it's not going to use information from the feature to target ads.Tinder’s reliance on Facebook became painfully clear a month ago, when the dating app temporarily stopped working because of changes Facebook made to its data-sharing policies.And now Tinder, as well as apps like it, will have to compete with Facebook itself—an app everyone is already using.Zuckerberg, as well as Chris Cox, Facebook’s chief product officer, stressed that the feature is designed to spark meaningful connections—not help you find your next hookup.