Could Ultra-Honest Dating App Settl Revolutionize the Industry?

No, Probably Not (It's Just a 'Saturday Night Live' Spoof), But It's Still a Great Idea

By Published on .

Match Group, part of Barry Diller's IAC/InterActiveCorp, hopes to score a $3.36 billion valuation with its IPO, unlocking the value of its suite of online-dating sites and apps, including Match, Tinder and OkCupid. But Diller must be kicking himself right now because his Match Group doesn't own Settl, which, according to this ad, "isn't misleading like those other dating apps." For instance, it only allows men to upload their passport photos. As one user explains, "I already bought my wedding dress, so I just needed a groom. I joined Settl and went on tons of OK dates. That's how I met my Henry. ... We're getting married in April, which is before my sister."

Slightly complicating things: Settl doesn't actually exist -- and this ad is just a "Saturday Night Live" spoof -- but it's still a great idea!

Simon Dumenco, aka Media Guy, is an Ad Age editor-at-large. You can follow him on Twitter @simondumenco.