There was a time when the only services for online dating required you to pay money and, if I'm being honest, that was the golden age. Not because the services were actually super effective or because the guys on there were "better" than the free version you get from OkCupid, but because paying for a dating service requires commitment. Match.com (up to $42) and eHarmony (up to $60) cost more per month than if you invested that money into buying one Frank Zappa album every month for the next 16 years.
Which you should totally do.
When paid sites were the only option, the people joining online dating sites were doing it because they were serious about finding someone they could date and hopefully marry. When free sites were introduced, the only people left paying were the ones whose memberships hadn't expired yet or who were more desperate to find a relationship partner than corporations are to connect to their target demographic on Twitter.