About 39% of straight and 65% of same-sex couples in the U.S. now connect through sites and apps. I mean it’s hardly surprising, but it still shocks me how a connection that is so human focused is so heavily reliant on digital.

So when Match introduced its dating coach service back in May I was intrigued – it is almost as if Match was bringing back an element of a service it set out to replace when it launched over 20 years ago.

In my opinion, merging of software-based dating with live person-based coaching is the right one, especially for Match’s audience who are traditionally looking for long term, serious relationships. However, I’m just not sure it’s in line with the new image Match seems to be trying to convey – a bit cooler and younger with Rebel Wilson joking about ghosting in its commercials for example.

I still think, in fact I know, that if I was to suggest Match to friends (even those in their 30’s) I’d still get responses like “I’m not THAT desperate” – something I think partnering with the likes of Rebel that Match is trying to dispel. But adding a real life dating coach to give singles even more support potentially just adds to that ‘I’m taking this TOO seriously’ message, which to many, unfortunately, feels desperate.

Match can’t overlook the perception problem that ‘dating coaches’ have, and must address this as they continue to promote the new feature. Ultimately, there is still work to be done on positioning dating coaches as an ‘OK’ thing, and Match cannot forget to do this job. Otherwise, they risk alienating the younger, cooler audience they are trying so hard to reach.