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Facebook would have already been working on developing a dating service for months, if not years — long before the Cambridge Analytica controversy blew up, Kurasawa said.

And the timing of the announcement was likely a calculated move.

"I know a lot of you are going to have questions about this, so I want to be clear that we have this designed with privacy and safety in mind from the beginning," Zuckerberg said.

"There are 200 million people on Facebook who list themselves as single.

So clearly there's something to do here."That number is a "key factor" at the heart of what Facebook can gain by starting a dating service, Kurasawa said. While one objective is to draw more users to Facebook, the more important goal is to increase the amount of time that existing users spend on the platform, Kurasawa said.

That's because engagement time is an important metric for advertisers, but research has shown that users, particularly younger people, are not staying on Facebook for as long as they used to.

"By comparison, the Match Group, the industry's largest player, has closer to seven million paid users."Facebook's larger user base could allow it to receive higher advertising revenue, keeping the service free for users, which could serve to increase adoption of this platform over established dating apps."Match Group operates several dating services, including Match, Plenty Of Fish, and Tinder.

After Facebook's announcement on Tuesday, its share price fell from .27 US to .71 US by the end of the day."They [already] have these well-rounded profiles," Pringle said."In some cases people have been on the platform for 14 years and so they know so much about you that chances are, between your interests and the groups that you're a part of, they'll be able to make some pretty good recommendations."John Madigan, an analyst for market research company IBISWorld, said Facebook's dating feature "is likely to cause a shakeup in the dating services industry.""Facebook has some competitive advantages entering the dating industry with its user base of over two billion," Madigan said in an email to CBC News.To encourage thoughtful and respectful conversations, first and last names will appear with each submission to CBC/Radio-Canada's online communities (except in children and youth-oriented communities). By submitting a comment, you accept that CBC has the right to reproduce and publish that comment in whole or in part, in any manner CBC chooses.Please note that CBC does not endorse the opinions expressed in comments.Fox News says host Kimberly Guilfoyle, who was married to Gavin Newsom when he was mayor of San Francisco, is leaving the network, amid reports she's about to take on a role with a Trump-related super PAC.