Seeking and the inevitable 'enshittification' of every online platform
An interesting article from Cory Doctorow about how online platforms start by offering value to both sellers and buyers, then end up extracting value from both in order to funnel as much money as possible to the venue's shareholders / owners.
[URL]https://www.wired.com/story/tiktok-platforms-cory-doctorow/[/URL]
Doctorow is writing about Facebook, Amazon, and TikTok, but the same thing applies to Seeking.
1.) Seeking began with a simple value proposition for both male and female members. We might think of men as "buyers", and the women as "sellers".
2.) The site offered college girls (and a lot of young single moms) an online venue where they could find trustworthy sugar daddies with low transaction costs.
3.) The site offered men who were *not* happy with the usual older, rough-looking escorts a place where they could find youngish girl-next-door types who would be willing to provide intimate companionship for moderate amounts of money. Transaction costs were low for buyers, too.
4.) Anyone who was a member of the site through 2018 or so agrees that it was great, with the peak probably occurring between 2012 and 2016.
5.) Seeking rapidly edged out other sites to achieve a virtual monopoly in the online sugar dating market. In 2011, SugarDaddyforMe was a good site. By 2013 it was dying. At present, there is no viable alternative to Seeking, because of the inherent network effect of a niche dating market.
6.) Then Seeking started raising fees. In the beginning, a membership was $50 per month. A membership now costs $110 per month.
7.) This price increase took place even as the Seeking experience was deteriorating for male members. Scammers, fake accounts, and inappropriate members (too many older women who are looking for conventional dating experiences) now comprise more than 60% of the female profiles.
8.) Then the rebranding of Valentine's Day 2022. Seeking basically became an eHarmony with 10 x the price tag. The sugar daddy value proposition used to be displayed on the splash page. Now that is gone, and Seeking is indistinguishable from any conventional dating site. This was mostly done to protect Brandon Wade (the owner) from any possible legal liabilities. (Also, Wade claimed to have fallen in love with a woman 30 years his junior.).
9.) The rebranding hurt female members as much as the men. Nowadays, I'm seeing so many profiles from middle-age (35- to 50-year-old) women looking for their next trophy husband. But how many of them are going to find that on Seeking? They would be much better off on Match, eHarmony, or even Tinder.
10.) At the same time, the site's messaging is unclear to young women who might actually be looking for a sugar daddy, à la 2013. (Keep in mind, a 19-year-old in 2022 wasn't on the site in 2013 or 2016; and she is not necessarily aware of the site's history.).
11.) I predict that Seeking will enter a death spiral at some point soon, and a new platform will arise. We need a new venue that connects ordinary women with paying gents for hookups, but still gives them some measure of discrimination (the ability to pick and choose the men they hang with), and that avoids the dreaded "escort" or "sex worker" connotation. This is what Seeking used to do. Now it doesn't.
12.) I can't see where Seeking provides a good value proposition to anyone right now, either men or women. Even the scammers are wasting their time on the site.