Lovestruck.com matches time-strapped city workers to others who work close by. Members meet at lunchtime or after work for a quick date to see if the chemistry's there or not. It's an irresistible combination of proximity, curiosity and immediacy. Each city has its own site, so even though the site has plans to go global, the dating experience will be local. The site only operate in areas with a dense working population, so members can rest assured that prospective dates are very close by. Members have stated that this makes the whole online dating experience feel less virtual. With the ‘FreeForLunch’ and ‘FreeTonight’ options, members can click a button on their profile to flash that they’re free for a date at lunchtime or after work. It’s immediate gratification: no waiting, no endless emails, no winking. This is a feature that few other dating sites offer. The site’s ‘Freemium’ model provides the service for free to members. They can, however, opt to upgrade their membership to enjoy features that provide a ‘competitive edge’ such as seeing who’s checked them out, viewing new members first, and more.