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Those 30 million people have generated billions of pieces of data.

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Besides photographs, each user's profile could include any number of personal details including age, height, weight, education, marital status, number of children, and smoking and drinking habits.

The data set includes some 1.1 million interactions between users.

But beyond someone's looks, how much do any of these factors matter for mate selection?

One complication is that online daters are not making just one decision, but several in a series: First, people are swiping their way through profiles and deciding which to dismiss immediately or browse more closely.

Then comes the choice to send a person a message, or to reply to one.

And of course, the final, crucial decision, which isn't captured by these data: whether to meet the person in the real world.

Bruch's team devised a statistical model that maps the "decision rules" people follow during the first two steps.

Bruch and her team divided the rules into two broad categories, "deal breakers" and "deal makers," used to exclude or include people for the next level of contact.

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