True.com claims to be the safest dating site available on the web, which is hard to believe considering they like to advertise in a porn worthy manner. True.com went from 40 million monthly visitors to 12 million visitors, all while their competitors eharmony, and match have grown.
True.com believes that spending more on their advertising should help them get back up to where they want to be.
I would think that the porn resembling advertisements would make people want to visit the site more.
Source: Online Dating Post